Yeah, branding should be the main focus but project wants quick result lol.
It is in human nature to expect fast results for our efforts otherwise we get frustrated pretty quickly. Most of the owners lack patience and it is expected since their money is involved here. However, if they learn from the other successfull campaigns, they would know how profitable results they'd get by running a long term campaign.
It takes months and tens of thousands of dollars to build a recognizable brand - and even that does not guarantee success
Why not ? If the project is interesting, it'll most likely succeed. I didn't see a (legit) project yet which ran its camp. for a long time and not succeeded. Can you name any? I think most of them just couldn't make it long enough due to low cash in hand.