Devoted to branding and building and protecting brands

It bears repeating: if PR is branding 1.0, and advertising, etc., is branding 2.0, and so on, it stands to reason that you want to make your brand "statement" early, and often. This means showing your attributes at the product's debut, the launch, the coming-out, whatever you want to call it. Answer these questions, the "ABC's", literally, of what you need to know to do a thorough introduction, and you're on your way:

A. Product and Technology 1. What is the problem you're solving and who has it? 2. What does the product consist of? -How does it work? -What does it “replace” in the customer’s perception? 3. What are its differentiating strengths? 4. What are the most important benefits? How do you rank them in order of priority? 5. What are the technological barriers to entry? 6. What are the supporting products/services? 7. What are the risks, obstacles, weaknesses? 8. What is the timeframe for future enhancements, features, services? 9. What is your value proposition?

B. The Market 1. What is the “profile” of a typical customer? Partner(s)? 2. Why do you think customers will purchase? Why will partners want to participate? 3. What are barriers to sales? What are barriers to establishing partnerships? 4. How big is the market (dollars)? 5. Competitively, what are the alternatives to your product? How does it compare in terms of features/benefits and “whole product” (partnerships, service, etc.)?

C. Company 1. What is the best analogy that describes what you’re doing today (historically, technologically, economically)? 2. What is your vision? Your mission? 3. What are your company goals (sales, acquisition, IPO, etc.)? 4. How will you make money (business model)? 5. What is your “core competency”? 6. “SWOT” analysis: Management Funding Market Partners Technology 7. What is your greatest concern about the company’s prospects (“What keeps you up at night”)? 8. What are you looking to this rollout to achieve? Once these questions are answered, you're well on your way to a brand-minded PR introduction.