While publicity is the best approach for growing a brand, and getting it into the market; advertising is the best way to keep your brand in front of people, and driving more sales.
Every branding strategy is different.
For example, in the healthcare industry, some hospitals spend their time branding their staff as courteous, and professional.
Other hospitals brand themselves as trailblazing in the field of medical research and cutting edge procedures.
However, this will NEVER touch the minds of their marketplace unless they compliment these branding strategies with adverting.
So, if you truly believe that your brand is a winner -- and a better mousetrap -- then you MUST spend the money to get it in front of people... a LOT of people.
Don't compete — DOMINATE.
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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.