What is your targeted market? These are the people that you need to get to know. You need to find out what motivates them, what gets them up in the morning. Mimick what others are doing. Don't try to recreate the wheel. You need to create the perception with advertising. If someone things that they aren't suppose to have it, then they want it. If they think that it is bad for them, then they'll get it. Keep with this and you will automatically build culture, perception, and image. It is all in how you market the product and make sure that it is at the targeted buyer.
Bump! I was going to start a thread but seeing as how this one is on track, I thought I'd add my thoughts here...
I wanted to share something that has been invaluable tool in sharpening my thinking in regards to marketing my (fourth-coming) label.
Two little books written by Seth Godin, The Big Moo & Pruple Cow. The basic gist of them is to "Stop trying to be perfect and start being remarkable."
I first found out about him via another post by Rodney where Godin was speaking about "shipping" to which I found myself saying, "there are some damn good ideas here!" I then went on to waste the next few hours at ted.com going "Oh, yea. That make much more sense now."
Here is a link to one of the talks he gave at Ted that I found particularity poignant.
This is a discussion about How to build culture, perception, and image? that was posted in the General T-Shirt Selling Discussion section of the forums.
How to build culture, perception, and image? 
