I had an opportunity to interview Laura Ries a few years ago and thought she had some wonderful information on branding. I think you will agree.

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Interesting video. It's interesting what comes to mind when you hear those "trigger" words she went through. I was about 60% on par with my guesses.

Al and Laura focus on mega buck companies who can afford advertising promotions. What she says is true, but small to medium sized business cannot afford to advertise unless it causes a direct response to bring in immediate dollars.
Just my 2 cents worth

If you're interested in listening to Laura talk about The Fall of Advertising and the Rise of PR, you can listen to her on the Recognized Expert Marketing Show. She is a very nice person and extremely knowledgeable on the subject.

Another show I would suggest you listen to if you want to learn about branding is Differentiate or Die by Jack Trout. Jack and Al Ries, Laura's dad, wrote this book together. This is one of the most important concepts in marketing ... particularly if you want to position yourself as the expert in your field.

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Jack and Al have written many books together..highly recommended readings.. mixing an advertising guy with a marketing guy is like mixing oil and water, but they mix well into great chemistry. I think everyone here should read every one of their books several times. I agree with most of what they write, but there are a couple of topics that I don't agree with..but that is just me. On the topics of books..everyone needs to read Scientific Advertising by Claude Hopkins..I will locate a free download link to this book. Jay Abraham has read this book more than 50 times..so I am told. I have read it around 20 and continue to read it every couple of months. There are several others from the past great masters, but that is for another conversation, if anyone is interested.