October 2009
Intermediate to advanced
272 pages
5h 1m
English
Content preview from The 22 Immutable Laws of BrandingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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4 THE LAW OF ADVERTISING
Once born, a brand needs advertising to stay healthy.
Your advertising budget is like a country’s defense budget. Those massive advertising dollars don’t buy you anything; they just keep you from losing market share to your competition.
All of its tanks, planes, and missiles just keep a country from being overrun by one of its enemies.
Publicity is a powerful tool, but sooner or later a brand outlives its publicity potential. The process normally goes through two distinct phases.
Phase one involves the introduction of the new category—the plain-paper copier, for example, introduced by Xerox in 1959. Hundreds of magazine and newspaper articles were written about the launch of the 914 copier. Xerox executives also appeared ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.