SUMMARY: Welcome to reality TV MarketingSherpa-style! As you may recall, we're bringing you a behind-the-scenes look at an integrated online/offline campaign for a new kids DVD as it happens -- mistakes and results included.
This week the hardy band of marketers learn four tough lessons, including:
- Why focus groups are critical to chose brand names
- Logo design is harder than you may think
- How reporters reacted unexpectedly to a launch release
Yes, also includes an open-access link to Part I (in case you missed it).