Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.

Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.

Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides...

Why do most Americans remember the battlecry of the French Revolution (Liberte, egalite, fraternite) when they cannot remember the battlecry of the American Revolution?

Because the sounds of the words "Liberte, egalite, fraternite" rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to "rhyme," there are four other techniques outlined in my new book, Battlecry.

(1) Rhyme: "Roto-Rooter, that's the...