The anatomy of a launch campaign

From teaser to tail: the five phases we use to turn product launches into moments.

The big idea

Great marketing starts with a single, clear idea that people can repeat. Everything else — channels, creative, budgets — flows from that. In this piece we unpack the thinking and show how to apply it to your own brand.

What to do next

• Define the one thing you want to be known for.
• Test it fast with small, cheap experiments.
• Double down on what the data confirms.

Want help applying this to your business? Our team would love to talk.