Virginia Postrel

Glamour is a beautiful illusion - the word 'glamour' originally meant a literal magic spell - that promises to transcend ordinary life and make the ideal real. It depends on a special combination of mystery and grace. Too much information breaks the spell.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.