Laws of Branding: The Law of Advertising (#4)
Originaly by By Al Ries and Laura Ries
The Law of Advertising
Once born, a brand needs advertising to stay healthy.
After the initial explosion of publicity, a brand needs to shift its strategy from publicity to advertising. If nations have a defense budget, a leading brand needs advertising as its defense budget. The advertising budget is an insurance against attacks on the minds of consumers by competitors of the brand.
Advertising keeps a brand leader in the No.1 position, and when you are No.1, consumer behavior shows people will continue to choose your brand over anything else.
The Law of Advertising
Once born, a brand needs advertising to stay healthy.
After the initial explosion of publicity, a brand needs to shift its strategy from publicity to advertising. If nations have a defense budget, a leading brand needs advertising as its defense budget. The advertising budget is an insurance against attacks on the minds of consumers by competitors of the brand.
Advertising keeps a brand leader in the No.1 position, and when you are No.1, consumer behavior shows people will continue to choose your brand over anything else.
- e.g. Coca-Cola, Heinz, Budweiser, Visa, Goodyear
Use advertising to maintain leadership in your category.
1 comment:
Good post! Thanks for sharing Its very informative
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