The author is a young talented copywriter, journalist, advertising and PR consultant. He is one of those who remain behind the scenes of television commercials, newspaper publications and even, to hide it, sometimes public scandals. The book, in an accessible and friendly form, summarizes global and domestic experience in creating brands, including those in the development of which the author was directly involved. Specific examples are used to examine the current principles that underlie the best advertising campaigns. For business people, students of economics and anyone interested in modern business.