Half the battle is getting your brand recognised, getting the number of followers you need.
Provocative or controversial advertising can get your brand noticed, but it is not without risks.
However, this is not the only, or by any means the most important, route to getting your brand noticed.
"Television is still the most powerful medium to get your brand out there," said Liz Gateley, MTV's senior vice president for series development.
"It's an opportunity to get your brand out in front of the Hamptons audience on the first weekend of the season," she said.
"Getting an endorsement from a company like Gilt or HauteLook or Ideeli is really a way to get your brand a higher profile that spending additional marketing dollars really can't do".
Kaluk, a troupe of branding consultants-cum-street performers, mostly from Red Hook and all under the age of twenty-five, offers, according to the group's Web site, "a playful touch of theatricality to get your brand noticed in a crowd".
Among the dot-com deluge last year, Mr. Sann at BBDO recalled, "There were some spots you liked, and then you said, 'What was that?' " "The job is to get your brand message across, but you have to have a brand message," he added.
"The whole point is getting your brand name in front of the consumer where your core product is not," said Diane Stone, general manager of the global licensing group at Advanstar Communications, which produced Licensing 2002 International, the industry's trade show held last week in New York.
Broadly speaking, this means delivering access to a particular audience, rather than to particular online publications: if you're looking to get your brand in front of consumers meeting particular demographic criteria as they move across the Web, these platforms can be wildly efficient, matching ad inventory from hundreds of advertisers with slots on thousands of sites.
