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The 22 Immutable Laws of Branding
book

The 22 Immutable Laws of Branding

by Al Ries, Laura Ries
October 2009
Intermediate to advanced content levelIntermediate to advanced
272 pages
5h 1m
English
HarperCollins Publishers
Content preview from The 22 Immutable Laws of Branding

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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Publisher Resources

ISBN: 9780061983672