Unlike other marketing and branding books that examine trends in retrospect, 3-2-1 Launch! follows eight new brand name products or services as they enter the market. Will they become part of the public consciousness? The answer is the subject of Alex Frankel?s in-depth chronicle of the birth of brands. Brand-building can begin with just a name, but evolves from multiple efforts working together. The real-time product launches highlighted in this book are perfect fodder for helping brand managers, marketers, product developers, and executives understand what works and what doesn?t when launching a new product. The launch stories covered in the book include a new Porsche SUV, an edgy pharmaceutical drug, and the emergence of Accenture.