Review
The Rieses don't expect brand advertising to go away, but argue that it should be reserved for promoting mature brands--Harvard Business Review
Product Description
Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart while sharing strategies on establishing credibility and implementing a slow PR build.
About the Author
Al Ries is one of the world's best-known marketing strategists and the bestselling co-author of Positioning. With his partner and daughter, Laura Ries, he wrote The 22 Immutable Laws of Branding and The Fall of Advertising and the Ries of PR. Both books, along with The 22 Immutable Laws of Marketing (Al's book with Jack Trout), are available from PerfectBound. The Atlanta consulting firm Ries & Ries works with many Fortune 500 companies. For more information, please visit www.ries.com.
