--- title: "Meaning & Key Takeaway of: Advertising can only maintain brands that…" description: "\"“Advertising can only maintain brands that have been created by publicity.”\" — Al Ries" image: "https://sms4smile.com/quotes/i/ea4/al-ries-14351_advertising_advertising-can-only-maintain-brands-tha_1430454.png" --- # Advertising can only maintain brands that have been… ![“Advertising can only maintain brands that have been created by publicity.” quote by Al Ries](https://sms4smile.com/quotes/i/ea4/al-ries-14351_advertising_advertising-can-only-maintain-brands-tha_1430454.png) [Download](https://sms4smile.com/quotes/i/ea4/al-ries-14351_advertising_advertising-can-only-maintain-brands-tha_1430454.png) [Open image](https://sms4smile.com/quotes/i/ea4/al-ries-14351_advertising_advertising-can-only-maintain-brands-tha_1430454.png) > ““Advertising can only maintain brands that have been created by publicity.”” [Al Ries](https://sms4smile.com/quotes/author/al-ries/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. The claim argues that advertising sustains brands only when they already have public awareness. **In simple terms:** Ads sustain brands with existing publicity. Key Takeaway Build brand awareness before heavy advertising. Themes marketing brand awareness advertising Mood strategic pragmatic Type business instructional When to use this quote - product launches - rebranding campaigns - media planning Key Concepts consumer psychology media strategy Questions to Reflect On - How can a brand create publicity before ads? - What low‑cost ways boost awareness? A Different Perspective New brands may struggle without initial buzz. ★ ★ ★ ★ ★ No ratings yet [Advertising](https://sms4smile.com/quotes/about/advertising/) [Advertising Maintain](https://sms4smile.com/quotes/about/advertising-maintain-5091848/) [Brands Created](https://sms4smile.com/quotes/about/brands-created-1251186/) [Created Publicity](https://sms4smile.com/quotes/about/created-publicity-5091850/) [Maintain Brands](https://sms4smile.com/quotes/about/maintain-brands-5091849/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Publicity](https://sms4smile.com/quotes/about/publicity/) ## Related quotes > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“Fame is not the reason why brands are created and erected. Be diligent, focused and chain unceasing prayers to God who will continue giving…](https://sms4smile.com/quotes/israelmore-ayivor/fame-is-not-the-reason-why-brands-are-created-and-erected-be-diligent/) [Israelmore Ayivor](https://sms4smile.com/quotes/author/israelmore-ayivor/) > [“Fortune follows those who can create ideas by connecting old ones. Strong personal brands are created when connection and creation connect.”](https://sms4smile.com/quotes/ryan-lilly/fortune-follows-those-who-can-create-ideas-by-connecting-old-ones/) [Ryan Lilly](https://sms4smile.com/quotes/author/ryan-lilly/) > [Even though brands are created by people, they belong to the corporations.](https://sms4smile.com/quotes/debbie-millman/even-though-brands-are-created-by-people-they-belong-to-the/) [Debbie Millman](https://sms4smile.com/quotes/author/debbie-millman/) > [Products are made in the factory, but brands are created in the mind.](https://sms4smile.com/quotes/leo-burnett/products-are-made-in-the-factory-but-brands-are-created-in-the-mind/) [Leo Burnett](https://sms4smile.com/quotes/author/leo-burnett/) > [The art of publicity is a black art.](https://sms4smile.com/quotes/learned-hand/the-art-of-publicity-is-a-black-art/) [Learned Hand](https://sms4smile.com/quotes/author/learned-hand/) > [Extension work is not exhortation. Nor is it exploitation of the people, or advertising of an institution, or publicity work for securing students. It…](https://sms4smile.com/quotes/liberty-hyde-bailey/extension-work-is-not-exhortation-nor-is-it-exploitation-of-the/) [Liberty Hyde Bailey](https://sms4smile.com/quotes/author/liberty-hyde-bailey/) > [John Glenn craved the publicity. I think even John would admit that. When he went into politics, that became pretty obvious! He knew how…](https://sms4smile.com/quotes/wally-schirra/john-glenn-craved-the-publicity-i-think-even-john-would-admit-that/) [Wally Schirra](https://sms4smile.com/quotes/author/wally-schirra/) > [Nowadays, in the contract that actors sign, you have to agree that you're going to do a certain amount of publicity-the hard part they…](https://sms4smile.com/quotes/jeff-bridges/nowadays-in-the-contract-that-actors-sign-you-have-to-agree-that-you/) [Jeff Bridges](https://sms4smile.com/quotes/author/jeff-bridges/) > [I understand you always want drama leading up to the fight. You want whatever publicity you can get for it. It's more appealing for…](https://sms4smile.com/quotes/liz-carmouche/i-understand-you-always-want-drama-leading-up-to-the-fight-you-want/) [Liz Carmouche](https://sms4smile.com/quotes/author/liz-carmouche/) > [“The public good must come before private interests.”](https://sms4smile.com/quotes/bryant-mcgill/the-public-good-must-come-before-private-interests/) [Bryant McGill](https://sms4smile.com/quotes/author/bryant-mcgill/) > [I don't write my own publicity materials, I just read 'em and give 'em the OK.](https://sms4smile.com/quotes/john-darnielle/i-don-t-write-my-own-publicity-materials-i-just-read-em-and-give-em/) [John Darnielle](https://sms4smile.com/quotes/author/john-darnielle/) > [I am happy to exhibit, but not to put myself on exhibition.](https://sms4smile.com/quotes/jean-cocteau/i-am-happy-to-exhibit-but-not-to-put-myself-on-exhibition/) [Jean Cocteau](https://sms4smile.com/quotes/author/jean-cocteau/) > [A fool and his money get a lot of publicity.](https://sms4smile.com/quotes/al-bernstein/a-fool-and-his-money-get-a-lot-of-publicity/) [Al Bernstein](https://sms4smile.com/quotes/author/al-bernstein/) > [It's like the query letter problem that I just mentioned, magnified a hundredfold. You might be good at telling a story, but that doesn't…](https://sms4smile.com/quotes/patrick-rothfuss/it-s-like-the-query-letter-problem-that-i-just-mentioned-magnified-a/) [Patrick Rothfuss](https://sms4smile.com/quotes/author/patrick-rothfuss/) ## More by Al Ries > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth.…](https://sms4smile.com/quotes/al-ries/it-normally-takes-decades-to-build-a-brand-it-s-the-forgetting-of-the/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Marketing is what a company is in business to do. Marketing is a company's ultimate objective.](https://sms4smile.com/quotes/al-ries/marketing-is-what-a-company-is-in-business-to-do-marketing-is-a/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [The next generation product almost never comes from the previous generation.](https://sms4smile.com/quotes/al-ries/the-next-generation-product-almost-never-comes-from-the-previous/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.](https://sms4smile.com/quotes/al-ries/your-brand-s-power-lies-in-dominance-it-is-better-to-have-50-of-one/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.](https://sms4smile.com/quotes/al-ries/what-s-your-brand-if-you-can-t-answer-that-question-about-your-own/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if…](https://sms4smile.com/quotes/al-ries/changing-the-direction-of-a-large-company-is-like-trying-to-turn-an/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on…](https://sms4smile.com/quotes/al-ries/a-branding-program-should-be-designed-to-differentiate-your-cow-from/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A…](https://sms4smile.com/quotes/al-ries/when-a-really-new-product-comes-along-it-s-almost-always-a-mistake-to/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“What’s called luck is usually an outgrowth of successful communication.”](https://sms4smile.com/quotes/al-ries/what-s-called-luck-is-usually-an-outgrowth-of-successful-communication/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“Mind-changing is the road to advertising disaster.”](https://sms4smile.com/quotes/al-ries/mind-changing-is-the-road-to-advertising-disaster/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is…](https://sms4smile.com/quotes/al-ries/a-successful-branding-program-is-based-on-the-concept-of-singularity/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or…](https://sms4smile.com/quotes/al-ries/to-get-into-the-consumer-s-mind-you-have-to-sacrifice-you-have-to/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.](https://sms4smile.com/quotes/al-ries/customers-want-brands-that-are-narrow-in-scope-and-distinguishable-by/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind…](https://sms4smile.com/quotes/al-ries/the-mind-as-a-defense-against-the-volume-of-today-s-communications/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) [Explore all 46 Al Ries quotes ](https://sms4smile.com/quotes/author/al-ries/) ## More Advertising quotes > [I saw this anti-drug commercial that showed a kid smoking pot in his dad's room with his friend. This kid finds a gun, the…](https://sms4smile.com/quotes/bill-maher/i-saw-this-anti-drug-commercial-that-showed-a-kid-smoking-pot-in-his/) [Bill Maher](https://sms4smile.com/quotes/author/bill-maher/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [“Don't wait, just sweat.”](https://sms4smile.com/quotes/amit-kalantri/don-t-wait-just-sweat/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [We have the capital, the resources, and the technology that we need to build a mobile advertising platform across the planet.](https://sms4smile.com/quotes/naveen-tewari/we-have-the-capital-the-resources-and-the-technology-that-we-need-to/) [Naveen Tewari](https://sms4smile.com/quotes/author/naveen-tewari/) > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [God never talks. But the devil keeps advertising, Father. The devil does a lot of commercials.](https://sms4smile.com/quotes/william-peter-blatty/god-never-talks-but-the-devil-keeps-advertising-father-the-devil-does/) [William Peter Blatty](https://sms4smile.com/quotes/author/william-peter-blatty/) > [I like Valentine's Day. The trouble is the florists and the candy-makers and the card people are all advertising so much, you don't dare…](https://sms4smile.com/quotes/andy-rooney/i-like-valentine-s-day-the-trouble-is-the-florists-and-the-candy/) [Andy Rooney](https://sms4smile.com/quotes/author/andy-rooney/) > [I happened to be spotted by a modeling agent who offered me a part-time job at 16. Everything happened very quickly after that -…](https://sms4smile.com/quotes/dia-mirza/i-happened-to-be-spotted-by-a-modeling-agent-who-offered-me-a-part/) [Dia Mirza](https://sms4smile.com/quotes/author/dia-mirza/) > [They say that Madison Avenue will only pay high dollars in advertising if they get the 18-35 age range.](https://sms4smile.com/quotes/sharon-gless/they-say-that-madison-avenue-will-only-pay-high-dollars-in/) [Sharon Gless](https://sms4smile.com/quotes/author/sharon-gless/) > [“There's not a branch of publishing or broadcasting that doesn't depend in some way on advertising. It'd be like an aquarium without water. Why,…](https://sms4smile.com/quotes/haruki-murakami/there-s-not-a-branch-of-publishing-or-broadcasting-that-doesn-t/) [Haruki Murakami](https://sms4smile.com/quotes/author/haruki-murakami/) > [I've driven people mad on films that I've made - I want more takes; I want to try new lines. Then I want to…](https://sms4smile.com/quotes/hugh-grant/i-ve-driven-people-mad-on-films-that-i-ve-made-i-want-more-takes-i/) [Hugh Grant](https://sms4smile.com/quotes/author/hugh-grant/) > [This hype word bothers me though It always sounds like an accusation, what does it mean, advertising, column inches in the press? Bands themselves…](https://sms4smile.com/quotes/holly-johnson/this-hype-word-bothers-me-though-it-always-sounds-like-an-accusation/) [Holly Johnson](https://sms4smile.com/quotes/author/holly-johnson/) > [I'm supposed to be taking time off. But I'm still writing and I have this Gap advert lined up.](https://sms4smile.com/quotes/joss-stone/i-m-supposed-to-be-taking-time-off-but-i-m-still-writing-and-i-have/) [Joss Stone](https://sms4smile.com/quotes/author/joss-stone/) > [Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the…](https://sms4smile.com/quotes/john-wanamaker/any-seeming-deception-in-a-statement-is-costly-not-only-in-the/) [John Wanamaker](https://sms4smile.com/quotes/author/john-wanamaker/) [Browse all 1,942 Advertising quotes ](https://sms4smile.com/quotes/about/advertising/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“Advertising can only maintain brands that have been created by publicity.”", "creator": { "@type": "Person", "name": "Al Ries" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/al-ries/advertising-can-only-maintain-brands-that-have-been-created-by/", "about": { "@type": "Thing", "name": "Advertising" }, "@id": "https://sms4smile.com/quotes/al-ries/advertising-can-only-maintain-brands-that-have-been-created-by/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/ea4/al-ries-14351_advertising_advertising-can-only-maintain-brands-tha_1430454.png", "contentUrl": "https://sms4smile.com/quotes/i/ea4/al-ries-14351_advertising_advertising-can-only-maintain-brands-tha_1430454.png", "url": "https://sms4smile.com/quotes/i/ea4/al-ries-14351_advertising_advertising-can-only-maintain-brands-tha_1430454.png", "width": 1080, "height": 1080, "caption": "“Advertising can only maintain brands that have been created by publicity.” — Al Ries", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Al Ries", "item": "https://sms4smile.com/quotes/author/al-ries/" }, { "@type": "ListItem", "position": 4, "name": "“Advertising can only maintain brands that...", "item": "https://sms4smile.com/quotes/al-ries/advertising-can-only-maintain-brands-that-have-been-created-by/" } ], "@id": "https://sms4smile.com/quotes/al-ries/advertising-can-only-maintain-brands-that-have-been-created-by/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```