You can build a brand any number of ways. Lots of advertising and/or promotion is one way to get name recognition. So is product presentation, like flashy packaging. You could develop a “rock star” image for yourself or your company to be a bit more edgy. But, for long term growth and success, the best way is to make a quality product at a fair price, and that seems to be the approach that Alan Rubin has taken in building the Alec Bradley brand (named for his sons).
I remember the first couple of cigars that we carried from AB, the Occidental Reserve bundles (still in production), and the Trilogy triangularly pressed cigars. I was pleased with both, and looked forward to future products. I became a fan of the Maxx cigars which offer a lot of flavor, larger sizes and a reasonable price. Since then, there has been a string of solid entries from them, and one notable example is the Family Blend.