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Wednesday, February 07, 2007

Laws of Branding: The Law of Publicity (#3)

Originaly by By Al Ries and Laura Ries

The Law of Publicity

The birth of a brand is achieved with publicity, not advertising.
Anita Roddick built The Body Shop into a major brand with no advertising at all. She used publicity, communicating her ideas about the environment, indigenous people, and animal testing. It was endless newspaper and magazine articles, radio and television interviews that made The Body Shop a major brand.

How do you generate publicity?

The best way is by being First. Band-Aid, Charles Schwab, CNN, Compaq, Domino’s, ESPN, Heineken, Hertz, Intel, Kentucky Fried Chicken…these are just some of the major brands that were first in their categories, therefore inventing their respective categories.

Public Relations used to come second to advertising, but today publicity builds a brand, advertising maintains it.

Most companies develop their branding strategies as if advertising were theirprimary communications vehicle. They’re wrong. Strategy should be developed first from a publicity point of view.


Unknown said...

This law is more interesting and difficult to apply because of new category and it is only applicable when a new brand to be launched in a new category that will automatically create brand awarness through non paid firm of the organization (Publicity)

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