Using Direct Marketing to Build Brand

Denny Hatch writes a great piece in the latest edition of his newsletter, “Denny Hatch’s Business Common Sense” about the madness of trying to use direct marketing to build brand:

The examples he quotes (what he charmingly calls “products of epic lunacy in direct marketing”) are mostly consumer-based and related to direct mail, but the overall conclusions extend easily to B2B and and are views with which I’ve long concurred:

“Brand building is the job of general advertising*. They’re in the business of creating awareness.”
“Direct marketing is in the business of changing behavior.”
“Brand loyalty cannot be bought. It must be earned.”

*I submit that in this day and age you could also include online advertising (banners and the like) in this category.


Your email address will not be published. Required fields are marked *