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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