In The Fall of Advertising and the Rise of PR, Al Ries and Laura Ries drill into our heads the notion that advertising is not a credible way to build a brand. They suggest:
- Make your product remarkable in some way.
- Build the brand with PR, leveraging the product's remarkability.
- If your budget allows, follow up the PR with advertising.
The idea is to establish credibility before you advertise so that the advertising doesn't fall on deaf or skeptical ears.