If you believe what’s interesting about your product has to do megahertz, megabytes and megapixels, the recipients of your message will be board too.

If you think that blasting journalists anonymously, en masse, with boring press releases that don’t really even apply to their beat or their audience, they’ll figure you expect them to ignore you.

If you think a product name with 64 letters and numbers, separated by a hyphen or two, is a memorable way to name your products, then consumers will rightfully assume you don’t care if they remember your device’s name.

What’s your mindset?

What’s important to you?

It’s reflected in everything you do, and your audience — consumers, journalists, channel partners — pick up on it immediately. It’s obvious and it’s clear, almost always.