images that were familiar to the customers. During the end of the XIX and the beginnings of the XX century, publicity used affirmative phrases and they would never mention their opposition. Then during the beginnings of the 20s, Bruce Barton, and important publicist said that GM was more personal, warm and humane, that they weren't the initials of a corporation, but the initials of a friend. And that's how in 1923 publicity helped corporations find their souls. During the end of the 40s business conscience started. In 1988 Philip Morris bought Kraft for 12,600 million dollars, a price that was six times higher than what they thought it was the real value of this corporation, but then they realized that it was the brand, and that publicity was an inversion. And that was when they started to invest on publicity. They had invested so much that in 1993, when Wall Street said that the brands had died,
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