Author(s): Al Ries and Laura Ries
Two marketing gurus reveal a new development in marketing: today's brands are built with publicity, not advertising. This book shows why advertising fails to establish credibility while good PR succeeds, and why advertising should only be used to maintain brands once they have been established--by publicity. Illustrations.
The Rieses don't expect brand advertising to go away, but argue that it should be reserved for promoting mature brands -- Harvard Business Review