Create a separate identity. • Customers don’t buy a Lexus because it’s made by Toyota. • Customers buy a Lexus in spite of the fact that it’s made by Toyota. The wrong direction. Which had more credibility? or Two different species. Orito Guineo The law of public relations. Brands are built with a blaze of publicity or PR. After 9 years of PR only . . . USA Today, April 29, 2002. Viagra case history. PR is the nail. Advertising is the hammer.