The goal of business communication between the company and the customer is to inform and sell products. Good business communication is one in which both parties get what they need. Customer information and benefits about the product, the company needs a response from the customer, or feedback. The main difference between image and identity is that image is only one part of corporate identity, along with culture, structure, behavior and the like. In addition to a good identity and structure within the company, good and successful salespeople are essential for the sale of products to be successful. It is crucial to have good and successful salespeople because no matter how much is invested in advertisements and campaigns, if there is no one who will know how to explain and sell a product, sales will not be successful. In addition to sales, there are also marketing managers of the company who are in charge of brand awareness. Why brands are so important and what makes them special, and makes them stand out from the crowd, here it can be a logo or slogan that denotes a particular brand. And they exist to stand out and differentiate themselves from each other. In today’s world, brands reach new audiences in a variety of ways, mostly through the internet. Through viral videos, risky commercials and campaigns, or through influencer advertising. It’s all part of everyday contemporary brand communication. The paper also presents certain examples of brands that have stood out with their advertisements or campaigns. Brands that relied on human feelings like support and acceptance of diversity. But also those who risked everything with commercials that many boycotted or dislike, but still became popular on social media. Because as many of them say, there is no bad PR these days.