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Secret No. 4: Preserve a little mystery
Plastering your company’s name all over your advertising might seem like a good way to gain brand recognition, but maintaining some subtlety is often the more effective approach. In 2007, to promote Microsoft’s recently launched Live Search Maps, Wexley placed giant pushpins on buildings throughout Seattle (shown above). Almost none of them bore Microsoft’s name: the only clue was a Web address displayed in window signs. Onlookers who followed the clue to the site could then try the software for themselves.