I'll admit it. I like Al Ries. I like his independent thinking and sometimes his "in your face," iconoclastic, rebel attitude. I like his challenge to the standard norms of marketing. And, I like the book that Al and his daughter, Laura, have written.

Yes, after having read the book I still believe in advertising. But, I also believe that it is only one component of the overall marketing strategy. There are many others in the marketing mix (public relations, distribution, pricing, packaging, etc.).

The Ries duo has a basic premise: public relations should be the dominant communications strategy for brand-building. Advertising should be used as a defensive weapon...

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