Good posting by Evelyn Rodriquez: The Myth of a Quiet Launch (Thanks to Robert Scoble for the link)

Is it just me, or is there a pattern here? What is this "quiet launch" meme about?

Maybe quiet is more effective in an overloaded information world. I don't have the quote handy, but I remember reading in Mark Gobe's book, Emotional Branding, that a whisper in this attention-is-currency world stands out and would be remarkable.

Quiet has power without the (brute) force.

A quiet launch is counter-intuitive. But it's a totally deliberate (and effective) strategy.

It's not just you, Evelyn. I've written before about the danger of "big idea" thinking (see here) Instead, I want brands to offer a good service, take part in engaging conversations, and stop wasting money on image-building. This reminds me of Alan Mitchell's delightful piss-take on brand narcissism

In Greek legend, Narcissus was the poor creature who was so enraptured by the sight of his own reflection that he pined away, gazing at it until he died. Modern psychiatrists classify narcissism as a clearly identifiable personality disorder.

According to the American Psychiatric Association’s reference bible DSM IV, the narcissistically wounded personality tends to display some or all of the following attributes:
1) a grandiose sense of self-importance;
2) fantasies of unlimited success, power and brilliance;
3) a belief that one is superior, special and unique;
4) a constant seeking for attention and admiration;
5) a preoccupation with how well I am doing and how favourably I am regarded by others.

A personality disorder? Or a brand manager’s job description? You take your pick, because the similarities are striking. After all, 'Look at me! Look at how wonderful and attractive I am!' is the fundamental agenda of advertising, direct marketing, public relations, sponsorship, and so on.