Branding: How are brands built?

It’s a mistake to think that advertising builds the brand. Most of my clients do.
Advertising only calls attention to the brand; it might even create brand interest and brand talk.
Brands are built holistically, through the orchestration of a variety of tools,
including advertising, public relations (PR), sponsorships, events, social causes, clubs, spokespersons, and so on.

The real challenge is not in placing an ad but to get the media
talking about the brand.

As David Ogilvy put it best:

“Any damn fool can put on a deal, but it takes genius,
faith and perseverance to create a brand.”

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