#4. Brands are built on PR and word of mouth

#4. Brands are built using public relations and word of mouth

You always build a brand through the art of public relations. Advertising is used to maintain your position, once you own the brand. Remember, brands are perceptions - what people think of you. Advertising is what you think of yourself. To succeed you need the third-party endorsement that effective public relations can provide. Start with the web. Blogs, YouTube, reviews, etc.