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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 46. With advertising, don’t expect too much

Advertising is an important marketing tool. Advertising can communicate a brand’s distinction (Bounty paper towels as the “quicker picker upper”), can permeate our social fabric (“Where’s the beef?,” “I love you man,” “Whazzup?”), and can raise awareness of important social issues (“This is your brain on drugs.”). Advertising brings high expectations. It is an expensive and highly visible marketing tool. But it is simply one tool, of many, that contributes to a brand’s success.

Volkswagen has had its ups and downs in the U.S. market, having lost $1 billion a year over the past few years. To resurrect sagging fortunes, VW hired the widely acclaimed agency Crispin ...

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