Many liken the process to a space launch, since each new record-topping tower is, in effect, a brand new mission into the unknown.

很多人都把这个过程比作太空探索，因为要新建一幢破纪录的高楼，意味着在未知领域的全新任务。

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It is a challenging proposition to sell a non-standard ad format with an unknown brand.

通过一个不知名的品牌销售一个非标准形式的广告，这是一个挑战。

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Building trust for an unknown Indian brand is the biggest difficulty he faces.

为一个不为人知的印度品牌建立信任感是他面临的最大困难。

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"However for a relatively unknown brand to push the size barriers this far is a risk, " he added.

BBC: CES 2013: Chinese enter Western mobile device market

Why should shoppers gamble on an unknown brand out of town when they can deal with larger, more trusted names in business?

FORBES: Robbing the Cradle

And if it's some unknown brand, all the better.

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