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Aesthetics Marketing Planning

Aesthetics Clinic Marketing:

Understanding The Law of Publicity

Along with advertising, publicity is a linchpin for your clinic’s success.

In this brand marketing guide, we outline and summarily detail The Law of Publicity from the branding Bible aka The 22 Immutable Laws of Branding by positioning expert Al Ries and Laura Ries.

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The Law of Publicity in Al Ries’ book The 22 Immutable Laws of Branding states that the birth of a brand is achieved with publicity, not advertising. What others say about your brand is more potent than what you can say about yourself. That’s why today’s brands are built with publicity first and maintained by advertising.

The concept of publicity is woven throughout the book due to its importance. The authors emphasize the significance of creating a brand that is easy to talk about and share. They argue that a brand needs to generate buzz and word-of-mouth publicity to become successful.

Key Points About The Law of Publicity

Publicity is unpaid media attention. It is when people outside of your company are talking about your brand, whether it be in the news, on social media, or by word-of-mouth.

Advertising is paid media attention. It is when you buy space or time in a media outlet to promote your brand.

Publicity is more credible than advertising. When people see your brand mentioned in the news, they are more likely to believe it than if they saw an ad for your brand.

Publicity is more memorable than advertising. People are more likely to remember something that they read or heard about in the news than something that they saw in an ad.

Publicity is more effective at generating buzz than advertising. Buzz is the positive word-of-mouth that a brand receives. It is often the result of good publicity.

For an aesthetics clinic to benefit from the Law of Publicity, you need to create newsworthy events or stories that will get people talking about your brand. This could involve doing something innovative or creative, like launching a new service or product, celebrating a special occasion or partnering with a local celebrity. When you generate ongoing publicity, you can use advertising to reinforce your brand message and keep it top-of-mind.

Examples of brands that successfully use the Law of Publicity:

Glossier: This beauty brand has been very successful at using social media to get people talking about their products. They have a large following on Instagram and other social media platforms, where they share photos and videos of their products being used by real people. This has helped Glossier to build a strong brand reputation and become a popular choice among beauty-conscious consumers.

Apple: Apple is a master of publicity. They have consistently generated positive media attention for their products, such as the iPhone and the iPad. This has helped Apple to build a strong brand reputation and become one of the most valuable brands in the world.

Nike: Nike is another brand that has been very successful at using publicity. They have partnered with some of the world’s most famous athletes, such as Michael Jordan and Serena Williams. This has helped Nike to associate its brand with athleticism and success.

Red Bull: Red Bull is a brand that is known for its innovative marketing campaigns. They have sponsored extreme sports events and created viral videos that have gotten people talking about their brand.

The Law of Publicity is an important concept for any brand that wants to succeed. By creating and publishing newsworthy events and stories, you can generate positive publicity that will help you to build a strong brand reputation.


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