Promotion and communication are vitally important, but if youâ€™re not on trend, you can damage your brand before it even launches. And as you work to establish your brand, the wrong message can take you back dozens of steps. Think of Grouponâ€™s recent advertising misstep during the Super Bowl. They offended tons of customers and many more potential customers. Kenneth Cole making light of the uprising in Egypt was also not well received. We become way too accustomed to trying to get customers to pay attention to us, ignoring the fact that we want their attention for the right reasons.