The authors write energetically and cheekily challenge conventional wisdom.
Their argument boils down to three key points:
- Brands must own a word e.g. Google owns search
- Advertising keeps a brand top of mind but first you must establish the brand in the person's mind
- When you create your brand you need to do things with it that make sure it gets publicity - that way it can establish itself in the mind and be associated with one word
The book has lots of examples to illustrate the three points above.
For the opposite view, you can try The Fall of PR and the Rise of Advertising.