There was no arena big enough, so the team had to play its 1941-42 home games at the Garden, but Dutton hopefully renamed the team the Brooklyn Americans and switched the practice space from New Jersey to the Brooklyn Ice Palace, at Atlantic and Bedford Avenues, to build up buzz.
RB: I oversee Britney Spears' digital properties and we are using Twitter to build up buzz around her concerts.
"It's great to build up buzz" before the official product unveiling, notes Wharton's Whitehouse, "but if you then underdeliver, you're in worse shape than if you had played it more low key".
This sentiment was echoed by Edward Ho, who is known as "Mr. Buzz," as he's the one who built up the Google Buzz team (a sub-unit of the Gmail team).
Having built up an online buzz courtesy of Anonymous, and sold thousands of copies in the US, Headley says he has been receiving letters and emails from Scientologists, many of whom have said the revelations in his book have confirmed their suspicions about the inner workings of the Church".
Groxis of Sausalito, Calif., built up some buzz among the digerati at the recent Demo conference and will be presenting at the upcoming PC Forum.
Part of its strategy has been to launch the Zaurus in the U.S. and in Europe, where it has built up some buzz in advance of its official launch.
With the Baftas falling slap bang in the middle of the catwalk schedule, the build-up buzz was about celebrating showstopping frocks, on the catwalk and the red carpet.
"But if we had in Marseille two contemporary art museums really doing their job, the art scene here would be even more vibrant than in Lyon," she added, in reference to France's second largest city, which has built up a buzzing cultural scene over the past decade with its critically acclaimed biennial and Musée d'art contemporain.
