The basic of advertising

I read the book on positioning by Al Ries & Jack Trout decades ago. The word 'positioning' still makes sense. Given it relies upon association-recall value (and an intelligent usage of it - parenthèse mine). 

Although to some it may sound as manipulation, and they may have misread the entire idea behind it. As well as of advertising. 

Where we find the idea of ethical advertising come to the rescue: responsible, mature, informed, and well-grounded because the product and/or service does the best talking. 

Like the chain it is placed upon. Together - is about letting your brand build itself. Instead of trying to build it. Advertising is part of that chain. It informs people.