“What is the best way to advertise a new brand?” asked the student.
“Law #3 – The Law of Publicity from the book, The 22 Immutable Laws of Branding, answers this question.” replied the teacher. “The birth of a brand is achieved by publicity, not advertising.”
“What is the difference?”
“Publicity is when others, newspapers, magazines, TV news, etc. tells your story free of charge. Advertising is the story that you tell. You pay for advertising.
Publicity can be more believable and effective because it appears to be a story of interest. The newspaper or magazine found your story to be newsworthy and of importance. It was worth telling”
“How do you get publicity?” asked the student.
“Law # 3 states that the best way to get publicity is to be number 1 in your category.”
“But when you are new how can you be number 1?”
“Create your own category.”
“Give me an example.”
“The toothpaste category is crowded, Crest, Colgate, Close-Up, etc. Tom’s of Maine created their own category, all-natural toothpaste. There are many coffee shops but Pete’s Coffee was the first to become a dark roast, quality coffee shop. Waitresses didn’t make your coffee, baristas made your coffee.”
“The 22 Immutable Laws of Branding says, ‘The news media wants to talk about what’s new, what’s first, and what’s hot, not what’s better. When your brand can make news, it has a chance to create publicity. And the best way to make news is to announce a new category, not a new product.’” (pg. 28)
“This happens all the time.” continued the teacher. “Palm Pilot – hand-held computers, iPod – a thousand songs in your pocket, Blackberry – email anywhere, Fedex – overnight delivery. These companies created their own categories, became newsworthy, generated publicity, and established themselves.”
“When do you advertise?” asked the student.
“That is next, Law #4 – The Law of Advertising.”