Comments on: Direct Branding: The Best of Both Worlds? http://www.webadvantage.net/webadblog/direct-branding-the-best-of-both-worlds-1383 Internet Marketing Blog Tue, 31 Aug 2010 09:36:00 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: BT http://www.webadvantage.net/webadblog/direct-branding-the-best-of-both-worlds-1383/comment-page-1#comment-12697 BT Thu, 25 Feb 2010 16:31:11 +0000 http://www.webadvantage.net/webadblog/?p=1383#comment-12697 Direct response marketing and brand image advertising are different. From a creative standpoint, there is no synergy when you try to find a "happy medium." When both functions are allowed to do their jobs unhampered by the constraints of the other, you have a better outcome. My observation is that the "direct branding" compromise was conceived by brand advertisers who want to "own" direct without having to really understand it. Direct response marketing and brand image advertising are different. From a creative standpoint, there is no synergy when you try to find a “happy medium.” When both functions are allowed to do their jobs unhampered by the constraints of the other, you have a better outcome.

My observation is that the “direct branding” compromise was conceived by brand advertisers who want to “own” direct without having to really understand it.

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