The marketing budgets agreed must not be “burned” in the first year(s) to
avoid creating a hype, a bubble that will explode very soon. You should
phase the spend of your marketing investments wisely to ensure having the
funds to fuel the growth once consumer pull starts in the market.

Very often, driven by exceptional enthusiasm, the marketing investments
agreed for the first years gets spent very shortly after the launch because of
the inability to say no to investment opportunities. It seems hard to say no,
but a good strategy is choosing what to do and what not to do. When the
brand has low awareness, it is better to spend the money carefully to
understand what resonates and what doesn’t with that brand only after you
should put the money behind on what has proven to be working.
tasks also for other brands in the portfolio. Clear rules are needed upfront.