Seth Godin writes in Secrets of the biggest selling launch ever,
Apple reports that on the first day they sold more than $150,000,000 worth of iPads. I can't think of a product or movie or any other launch that has ever come close to generating that much direct revenue.
Godin provides 10 attributes for launch success including 2) Don't try to please everyone and 3) Make a product worth talking about.
What brand marketers often miss is that the core of any launch isn't the logo, the theme music, or the brand. Start with a great product and now the rest gets really interesting. Apple doesn't do much brand marketing; they do product marketing. And their brand benefits.
As Kristin Zhivago puts it,
"Your brand is the promise that you keep, not the one you make."