Do great brands really get to be great through advertising? Or is it their remark-ability that makes them great? Good branding is more than something catchy that people will remember, but really it is when a company knows who they are, what makes them great, and how to use that to their advantage in the marketplace. At the end of the day, advertising is a defense strategy.

There isn't anything wrong with advertising, after all, it is essentially telling the great story that is your brand, but even louder. But, the brand comes first.

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