Originally posted by snake That's a problem, too. People automatically assume if they put out one ad, it will reach a massive number of people and because the population segmented so many different ways, advertising can be very expensive to get the desired penetration to the target groups.
That's why the company needs to be innovative, in terms of products. At least in the consumer's mind. The past few years have been littered with stories about companies such as Fuji, Lytro, Da Vinci (Black Magic), etc. going from producing no cameras whatsoever to taking the market by storm and becoming well-known for their products in a short period of time.
I understand that there are additional business concerns. Regardless, these companies have proven that it can be done.