“Publicly suggesting that advertising may be a waste of time in building a brand obviously generates a lot of excitement among ad agencies as well as anxiety among brand managers with tight budgets. To cite major advertising campaigns such as Budweiser’s Whassup?, Milk’s Mustache, Nike’s Just Do It, MasterCard’s For Everything Else and Taco Bell’s Chihuahua as examples of brands that lost equity from advertising, as Ries and Ries have done, creates even more foaming at the mouth among those responsible for the brand or management of the account.”

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