To provide comfort for targeted prospects, he markets his company at the outset of the marketing message. He pointed out that newness, innovation, and the pioneering spirit are positive marketing messages. In western business culture, it is well-accepted that these values are more likely to be found in smaller, younger, less traditionally structured companies. So is a young venture. Or in apologizing for it.
Brand names are effective validators.
If your company's name is not yet recognized, you can often derive benefit from your key accounts. Once your company is being effectively positioned in its marketplace, if your marketing program isn't specifically designed to fulfill the objectives of your current sales program, the whole effort is virtually worthless. Such companies have an eerie anticipation that the functionality of their products or services will be recognized and appreciated by potential customers. Now if this were actually true, just think how many more companies would be around to celebrate their fifth birthdays. The fact is that many young companies with superior products just don't make it in the competitive market environment.