From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

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Publicity and advertising

Publicity and advertising

From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

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Publicity and advertising

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- [Narrator] Blink number two: publicity is used to grow a brand, while advertising defends its gains in the marketplace. There are thousands of advertising agencies across the United States. Ask someone who works in one of them what they do, and they'll likely tell you that they're in the business of brand building. But there's a common confusion among marketers on this point. Advertising can be effective in maintaining a brand's visibility in the marketplace, but it's not an effective way of building a brand. How do you build brands, then? It's not through advertising so much as publicity. This is the fourth law of branding, the law of publicity. Publicity is like oxygen in the bloodstream of brands. Without it, they don't stand a chance in a crowded and competitive marketplace. One good way to guarantee your brand's public presence is to be the first company in a given field. Brands that achieve this attract press…

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