The Launch Advisory Team launches ” One Branding Rule program . . .

The Launch Advisory Team launches ” One Branding Rule program . . .

We only have one branding rule . . .

Brandscape™ Specialists: Breaking the Rules

Branding Guru

Richard Smith: Launch Advisor Team Branding Guru

Richard Smith, formally of ImageSmith Inc. leads the Launch Advisory Team of Brandscape™ specialists, in launching and/or developing brands by transforming great concepts and impressive ideas into real life engagement and valued customer relationships.

Richard says “There is only one branding rule that counts, Maximize Your Brand To Maximize Your Sales. Don’t spend another dollar on branding if it does not increase buying behaviors.”

Here’s  how . . .

Our Brand Program:
We assess how your brand stacks up to the 7 critical factors of brand image and identity using a tool we call the Brandscape Window™.  The Window is made up of 4 panes, prompting the measurement of answers to 4 basic questions:

1) Is your brand messaging compelling?
2) Is your brand meaningfully differentiated?
3) How is it perceived?
4) Does your brand deliver on its promise?

Low scores, in one or more “panes,” will negatively impact your brand, market share, and revenues. Once the analysis is complete, the team develops and implements a plan to create a new brand and/or creatively tweak your current one. We then use the measurements above as metrics to track success and/or course correct for greater brand effectiveness. 


The Launch Advisory Team professionals have worked to create and/or “tweak” some of the most famous brands including:  Becton Dickinson, Johnson & Johnson, C. R. Bard, Endologix, Stryker Orthopaedics, Ortho Biotech, Enterex, Quest Diagnostics, Ansell Healthcare, AT&T, Merrill Lynch, Chubb, Time-Warner, Penguin, & many more.

If we can “create and/or tweak” their brand, imagine what we can do for yours!

Tony Spadaro
President Launch Advisory Team

The Under Armour Wall: Vision, Logo and Mission

The Under Armour Wall: Vision, Logo and Mission

Under Armour was just another outlet store where I took my 13 year old daughter to buy athletic ware.

Brand Window

Launch Advisory Team Brand Window

While there I would usually pick up some running gear for myself as well. Pictured behind the registers was a wall graphic that caught my attention. The graphic drew me into the company vision, logo and promise.

I was intrigued. I researched the company mission statement, brand and reconstructed the messaging from that wall, into the Branding Window on the left.


I found a powerful brand message.

Recently Under Armour has been making moves to find new distribution outlets. Experts are concerned that such moves may compromise brand positioning, and that Under Armour has lost its cool factor.


Maybe so, but their brand window tells a different scenario. It is still cool to be passionate and deliver innovative products that meet the implicit promises of their mission statement. A strong sense of mission builds strong brand preference regardless of where it is distributed. Success lies in the implementation of branding strategy.

Under Armour stay the course. Be true to the WALL!

Remember: “There are no rules that limit brand identity for establishing image and perception”. Well thought out brand tweaks can extend your brand strength across many outlet segments.

The Launch Advisory Team.

PS . . . Under Armour, my 13 year old daughter says “add a Pop of Color to your fashions”.

Avoiding Product Development Blind Spots

Avoiding Product Development Blind Spots

Detecting the Blind Spot

Gated development processes are often compromised by bias and blind spots

Could a Blind Spot be hiding in your gated product development process? Every company has a development process. They go by different names, but each involves a process that guides a team through a series of gates from concept to launch. At each gate, the team presents its update and asks for permission to go on to the next step. The process is supposed to place rigor around activities that help define, develop and launch products. In theory one of the best ways to get a launch right is through the use of a good stage gate process that is data driven, governed by senior managers experienced enough to avoid biases and remain objective.

These processes are an integral part of business and product development. Yet despite this widely accepted practice, new products have a failure rate of 25 to 45%. In many cases, the issue can be traced to a “blind spot”.

Avoiding “The Blind Spot” According to Andrew Campbell, Jo Whitehead, and Sydney Finkelstein in their 2009 HBR article “Why Good Leaders Make Bad Decisions” unintentional biases creep in to the decision making processes, often with tragic results. They postulate that a simple solution to eliminate biases that causes a blind spot is to involve someone who has no attachments or self-interest in the team, the management, and/or projects goals and objectives.

Case in point A $300 million Healthcare group known as Envision Health (Not the Real Name) acquired a new technology from a small entrepreneurial company. Upon first glance the product value proposition and recent sales history indicated its potential as a rising star. That data looked good, everyone was on board with the project and it breezed through their development process. Contracts were signed, payments made, manufacturing begun, the launch was eminent.

Identifying the “Blind Spot” Soon after Envision acquired and launched the product it became clear that something was wrong. Initial sales and pricing were lagging far behind expectations. They called in the Launch Advisory Team to analyze the situation and bring an outside perspective to the process. The analysis exposed a “blind spot”.

The analysis showed that initial sales and higher ASP were the result of a nationwide backorder caused by a recent epidemic that coincided with the launch of the product prior to acquisition. Customers snapped up the product regardless of price, but once the backorder ended, the market quickly returned to its normal state, dominated by 2 large competitors.

Making the Hard Choices Sometimes it is hard to identify the blind spot, particularly when there are pressures to move ahead with the project and show results. In this case, poor launch sales had cause the leadership team to take a step backwards and reevaluate the program. With the blind spot exposed the company was able to make adjustments to their launch strategy on the fly, but more than likely would not have acquired the product in the first place.

Knowing what could go wrong sooner would have complimented the stage gate process by introducing an unbiased analysis, and would have gone a long way in making the right decision. That’s why we are the Launch Advisory Team.

Here is what clients say about our ability to deliver Insight?

“Tony’s has been instrumental in getting us focused on our future and growth. He asks the hard questions and provides constructive support in finding the best answers.”

Moments After Launch,  Will You Get Long Term Growth?

Moments After Launch, Will You Get Long Term Growth?

Unique Workshop to be held March 20, 2017
Launching a Business Product or Service?
After that initial blush of sales, where will you get your long term growth from? Take the hassle out of launching your business/product.

Tony Spadaro

The Launch Advisory Teams’ Tony Spadaro and KOI Creative Space team up to produce a unique workshop called:








KOI Facilities


Series begins Monday March 20th @ 6:30P
Where: KOI Creative Space, White Plains, New York
For More Information visit:  

Blue Arch? There are no rules that limit brand identity!

Blue Arch? There are no rules that limit brand identity!

Launch Advisory Team Branding Guru Richard Smith Says: “There are no rules that limit brand identity for establishing image and perception”. Many well established brands recognize the power (and freedom) of change through minor modifications that can positively affect their brandscape. Modifications such as the “Blue Arches” provoke thought, and leverage new values that often delight audiences reinforcing their original perceptions and strengthening their brand preferences. For McDonalds the “Blue Arches” pays off locally in a big way.
Blue Arches

Blue Arches







This Is the Only McDonald’s in the World With a Blue Arch!

Maybe it is time to refresh your brand and delight your audience!
The Launch Advisory Team.

Your Brand: An Invitation, Advertisement and Guarantee

Your Brand: An Invitation, Advertisement and Guarantee

Your Brand: An Invitation, Advertisement and Guarantee. . . Brand Expectations Management

I seldom have Kentucky Fried Chicken, but when I do, I know what to expect, and I enjoy the change from my usual fast food preferences. Presentation of the product is part of my brand experience.

KFC’s chicken pizza ‘Chizza’ comes with a bitter side-serving of expectations vs. reality

Presentation is Branding


A brand experience is not a mirror that reflects back a corporate look and/or the latest trend in feel good pop culture. It is a window into values that explain who a company is and how the company wants to be perceived by, customers, friends, followers, investors, and other businesses. It reveals what is important to, and how a company differentiates itself from every other company on this planet. The window is an open invitation, an advertisement and a guarantee all rolled up in  clearly defined statements, looks, and/or actions.  

Just one bad experience may cause a loss of a loyal customer, which no business/brand no matter the size can afford to take for granted…For KFC and others, the solution is impart tied to building and training brand message consistency at all levels of the organization from the bottom to the top and visa versa.



A Low Hanging Fruit Strategy Can Launch Your Success

A Low Hanging Fruit Strategy Can Launch Your Success

Going after low-hanging fruit can be an effective sales and business strategy, but don’t confuse it with “Easy Pickings”. It can be harder than you think to find the fruit, and if found, the opportunity it provides is either limited, and/or may be already picked over. Experts agree that for the most part, a low hanging fruit strategy is not a long term solution. Use it to achieve short term objectives such as making the quarter, and/or as a final push to achieve the annual budget, and/or as a way to stimulate new business sales.

Making this strategy work requires that the low hanging sales are easily identified, available for harvesting and that sales and marketing programs be in place to drive success. Read more »

15 New Strategies in 15 Seconds, Help for Brain Freeze

15 New Strategies in 15 Seconds, Help for Brain Freeze

New strategies in 15 seconds

Tricks of the Trade # 101,

If you are locked in a Brain Freeze and need a marketing strategy, but can’t come up with a winning solution, sometimes it helps to just “google it”. Sometimes you simply need a fresh perspective, often a few keystrokes away. Here are 15 strategies I found in 15 seconds. Check them out.

When you need a strategy that goes beyond a few key strokes than google the Launch Advisory Team!

15 Marketing Strategies That Inspire Strategic Thinker

Marketing Strategies

15 Marketing Strategies That Inspire Strategic Thinkers



“There Is More To Content Writing, Than Writing Content”

“There Is More To Content Writing, Than Writing Content”

richard-and-name-in-whiteRichard Smith, Launch Advisory Team (LAT) communications expert, says, “Content should be interesting, fresh, and relevant. The truth is, whether writing a traditional journal ad, or a blog, or content in a video, or white paper or advertisement in the paper, good content is created in 3D: Define your customer/target market, Develop your strategy, and Deliver a plan that implements your strategy and measure results”.

The LAT 3D Approach:

Define your customer/target market
Great content is all about understanding who your customer is. Create a customer profile for each targeted customer segment. The profile should define their needs, what it is that they value and their relationship to your company and your competitors.

Develop your strategy
The customer profile is the key to developing your content strategy. Your strategy should focus on that which is most relevant to your targeted customer. Prioritize content to customer segments that are predicted to yield the best return on investment.

Deliver a plan that implements your content strategy and monitors results Documenting your strategy in a clear concise plan is essential for successful implementation. The plan should define the target audience, the message, type of content and a metric that can be used to determine the success of your program. Metrics may include, number of participants in a webinar, click through rates, number of video views, etc. Ultimately, the only metric that really counts is whether or not your content strategy increases sales or not.

Content is created to nurture those relationships that lead customers to perceived value and eventual sales. Great content doesn’t just happen, it is researched, planned and implemented.

Whether you are currently marketing and/or starting a new business, launching a new product or service, the Launch Advisory Team develops content that is carefully crafted based on the 3D approach.

From now through December Get 15% off LAT’s 3D content marketing program.
Call us at 845-544-0780 today.

Richard Smith

Member of the Launch Advisory Team
Formally Founder and President of Imagesmith, INC, a healthcare marketing communications firm and is currently Co-Founder of Virdia LLC, a sales and marketing consulting services firm specializing in the healthcare industry.

Tricks of the Trade . . . Data Driven Gut Check,  Data on the Cheap!

Tricks of the Trade . . . Data Driven Gut Check, Data on the Cheap!

gut 3The old “Back of the Envelope” calculation is the gut check that can either validate your next strategic move, or it can give you pause for concern. It is the culmination of knowledge, experience, data and intuition. It is not a guess.

Key to doing a gut check calculation is the availability of data on hand.

You can buy industry reports from a seemingly infinite number of sources. Many of them are very good, But what if you want to independently verify existing market data, trends and/or drill down to achieve greater understanding of your desired segment? What options are available?

You would be surprised at what you can do given a few hours and a zero dollar budget. There are a number of free data sources that will often shed light on almost any market.

One source available to anyone who can punch a key board is the US government. It is amazing how much data the US government collects and makes available free of charge. Many of the Launch Advisory Team clients are in the life science industries. They are often interested in demand curves based on medical procedural statistics.

We often get great data by simply searching through the following government agency web sites.

Other sources of free information include the many and varied professional websites. Simply search the professional segments that you are interested in learning about. These sites may have the most up-to-date information regarding best practices, quantitative facts, trends and technologies.

Let’s say you need to get a few quick statistics regarding US Hospitals? Check out Or, perhaps you are interested in the number and types of plastic surgeries. Go to

Professional websites may have links to professional peer reviewed publications that can provide all sorts of relevant information used for market sizing, segmentation, and obtaining specific focused data of interest. Publication references may lead you to data that might be extremely helpful.

Getting the data for your gut check may not be as time consuming as you think, especially if you have a little time and/or an intern who knows how to search the internet.

But, what if you have neither the time nor the intern? That’s where we come in! We are Launch Advisory Team . . . we’ll get you the data and do the analysis.


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