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Thursday, February 08, 2007

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.
  • e.g. Coca-Cola, Heinz, Budweiser, Visa, Goodyear
Use advertising to maintain leadership in your category.

1 comment:

Unknown said...

Good post! Thanks for sharing Its very informative
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