This document discusses the importance of publicity over advertising in building brands. It states that brands are born through publicity, not created through advertising. When a brand is first in a new category, it generates a large amount of publicity. Publicity is more important than advertising for building a brand initially. Public relations is also important but secondary to publicity. Brands are built using publicity and then maintained through ongoing advertising. It provides some examples of brands built through publicity like KFC, Miller Brewing Company, Walmart, and The Body Shop.