Heard a great after dinner speech from bj cunningham who launched death cigarettes.
What I learnt was the importance of understanding legislation and how you can use the loop holes to your advantage. He also explained the vital importance of brand loyalty and its links with 'just' causes. Understanding your segment is crucial and making those close links through sponsorship can be key to branding.
In fact he went further in saying that in terms of brand profile the celebrity endorsement factor provides you with the' act as if' credibility which can make you famous overnight. Thats why in terms of fashion retail having your shop in the right PLACE can support your marketing communications. I guess that SEO is the equivalence of place on the internet.