The product needs to be kept up

For an entrepreneurial company, proper advertising or satellite placement can be a good thing. When start-ups fail to score, advertising via media exposure or marketing has become a means of attracting investment and early adopters. Few startups could tell VC early in the day to "see what we did." Many people could say "look at what we can do right now."

Precisely because these promotions are driving start-up companies to fulfill their commitments, but also to start-ups brought the existing products are not worthy of the brand. In a sense, advertising signals the product's potential.

Not only start-up companies, but also new recruits in other fields. For the VC, a good publicity means that more good companies can get investment opportunities. Take a look A16Z, only four years into the line, has been regarded as the top VC. The secret is that you have to create a brand for yourself so that others are willing to work with you.

While the promotional network effect can attract customers for you, there are also potential pitfalls - ultimately what you say is what you say. Start high-profile publicity, you have to add more horsepower started, and quickly make up for the publicity of the brand image and the existing image of all the gaps between products. Satellite high, the product is not good enough to die, because the pressure behind will make your company can not be maintained.

There are many companies are killed in the noise created by their own, the recent such as Formspring, famous such as Color, 41 million start, the last set. There are Foursquare, Zaarly, Highlight, Path, etc., failed to fulfill their promises, had no choice but to find a way out.

"Too much propaganda means you made the wrong product at the right time," investor Tisch said. "Brand promotion and PR go too far, the product can not keep up."

Perhaps Snapchat has been away from the media spotlight is based on this consideration, it did not even come to SXSW, to know this is a big show for social applications ah. The last TC award, gave Snapchat the fastest growing award, they did not go to collar. Snapchat tells us that whether intentional or unintentional, avoidance is sometimes a propaganda strategy that does not lead to success but a successful derivative. You do something, media coverage, a variety of awards will naturally come, but these things will never give your company a real success.

Pinterest, which has been a center of media attention earlier this year, is now valued at 2.5 billion U.S. dollars and has succeeded in convincing investors that it will generate substantial revenues in the future. Pinterest's propaganda wrote a huge amount of checks for its future, but many believe that its products are delivering that value, so a miracle happens.

Mailbox, with more than a million people now waiting in line, has created a major feat in technology history that was bought by Dropbox at a 9-digit price in just under a month. Dropbox is a bet that this application will completely rule the mail attachment in the future, although it can not do it yet.

Gartner had a previous report that if from a larger perspective, the science and technology itself is a satellite, promise to mankind that emerging technologies will create our world in the future. What do you say?