The law of publicity says that brands are built stronger based on publicity then on advertising. This is an idea that Seth Godin talks about in his books that advertising is an interruption. We don’t usually watch TV for the commercials, we don’t read the paper to look at the ads and we don’t read blogs to click on sponsor links. If you are building a brand you should do something that will get you noticed in the content so that you are not the interruption.

How do I create publicity?

There are various gimmicks, stunts and ploys that have been played out by rock stars over the years. U2 and the Beatles playing on the roof top generating a large crowd and publicity. These I consider to be short term branding strategies and not very appropriate for companies.

What does work well for companies is being the first to develop a product or service. Have you ever bought Band-Aids or Q-tips? These products were first in their industry and have such a strong brand that people use these words instead of asking for bandages or cotton swabs. If you can do something with your company where you are the first to do it then I suggest you do it.

What if I can’t find something to be first at?

Then your not thinking very creatively. There are a lot of area’s in every industry where you can be first. Spend more time researching what you can do to be the first in and then work your company towards doing it. You will reap the benefits.

What publicity sticks out in your mind?