Never run ads until the major publicity options have been exhausted. The rule is: publicity first, advertising second. PR plants the seed. Advertising harvests the crop. Advertising will not start a fire it can only fan the fire that has already started. To get something going from nothing you need the credibility that a third-party endorsement can bring. The first stage of a branding campaign should be public relations.

In the real world this is the exception not the rule, this is good news for you and bad news for the uninformed and ill advised. Part of the problem is advertising agencies and PR agencies compete for brands dollar.

Brand programs must be developed in a linear fashion rather than spatial.