The fall of advertising and the rise of PR

Today's major brands are born with publicity, not advertising. A closer look at the history of the modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull, and Zara have been built with virtually no advertising. Using in-depth case histories of successful advertising campaigns, this book provides valuable ideas for marketers-all while demonstrating; why advertising lacks credibility; the big-bang approach advocated by advertising people should be abandoned in favour of a slow buildup PR; advertising should be used only to maintain brands once they have been established through publicity.