Notes for DRAFT letter to Bill Gates

Advertising genius:If you want a brand to be really hot you’ve gotta be willing to let it lay low for at least 6 months to a year, maybe more. By lay low I mean only cryptic ads with no mention of the product whatsoever and utilizing a theme, slogan or phrase that will never be used in relation to the actual product. Only a privileged few test users will be told of the significance to the brand