Notes for DRAFT letter to Bill Gates
If you want a brand to be really hot you’ve gotta be willing to let it lay low for at least 6 months to a year, maybe more. By lay low I mean only cryptic ads with no mention of the product whatsoever and utilizing a theme, slogan or phrase that will never be used in relation to the actual product. Only a privileged few test users will be told of the significance to the brand. These users will have been chosen by virtue of the demographic reach of their blogs or myspace sites.
When the product is finally released “nationwide” make certain that it is only available in a handful of stores before slowly increasing distribution. For an even thicker buzz, stipulate that a certain percentage of units comprising initial rollout are unable to be opened, no matter how hard the targeted (and parched) cool kid tries.