Ries on the Origin of Brands

Serial author Al Ries has a new book out “The Origin of Brands” which is the follow up to “The Fall of Advertising and the Rise of PR”.

Kevin Dugan has an interesting interview with Ries about his new book and of course PR’s role in the building of a brand.

“PR people have to learn to do two things: (1) Think more strategically and (2) Vigorously stress the need for the PR function to run the launch of all new brands… Sometimes, PR people do not try to take charge of the launch of new brands because they don’t want to take the responsibility if the brand happens to fail.”

Footnote

More PR Opinions posts on “The Fall of Advertising and the Rise of PR”:

It’s Fall, let’s examine an old chestnut (October 21, 2003)

Original post on the book (October, 30 2002)