Branding is no longer simply about visual appeal (or the cherry in the apple pie example, as given in my earlier article). Unfortunately, many graphic design firms who position themselves as advertising agencies believe that branding
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Advertising is telling the world how great you are, while publicity is having others tell the world how great you are. Companies and organizations that understand the importance of publicity are generally more successful than those who use advertising alone to reach their target audiences. Newspapers, magazines and radio and television news programs are filled with stories about businesses and organizations. Those who know how to present materials professionally to the right people will get media coverage for free.