Instead the company has relied on word of mouth to promote its brand and Web site during its four-year history. The founder, Sargent Dave Hack, says that by staying true to its mission the company has been able to generate positive promotion on the Web. We are selling something with quality and value. It snowballs, and you end up with something that is very positive. It also doesn't hurt to have something extremely unique, be it the product or the promotional vehicle.
Competitors are also quick to duplicate the product or service being hyped.
Once strong word of mouth is achieved, the company needs to convert the brand into something that will sustain the hype. After the onslaught of the copycat brands, the company's earnings slid.