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Brand Marketing vs. Direct Response

by Hecman104
5 replies
It's not about ONE vs the Other..

Regardless of what the 'big name gurus' tell
you, Branding is an important part of your
business..

but people call it different things..

Personal Branding..
Positioning...
Brand Marketing...

The point is to simply differentiate yourself
from the rest doing the exact same thing..
AKA.. your competition..

Direct Response will always work as a
marketing approach.. it's based on marketing
principles that have worked for decades

BUT - I think.. as the internet continues to
evolve... Branding and Positioning will become
more and more important for your business
(if, of course, your business is selling information
products)

what do you guys think?
#brand #direct #marketing #response
  • Profile picture of the author Joe Benjamin
    No.

    You're thinking wrong.

    Branding should be a result of great Direct Response
    marketing.

    Branding will never replace the effectiveness of DR.

    Period.
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  • Profile picture of the author Ron Douglas
    I vote for branding yourself for FREE by getting publicity. Most people don't realize how easy it is to get into your local paper, or on your local radio and television stations.

    You don't have to shoot for Oprah right away, build up your brand by targeting the local opportunities first. They're always looking for stories. Plus being on a local station, still lets you put "As Seen on TV" into your marketing.

    Spend money on the direct marketing and get the brand marketing for free through the media.
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  • Profile picture of the author Shaun OReilly
    There's actually a term called "Brand Response" that was
    coined by Steve Harrison, the former European Creative
    Director of OgilvyOne Worldwide.

    Brand response combines branding and direct response.

    Here's Steve's thoughts:

    "All marketing activity should proceed from a brand idea,
    and that every communication should reinforce the brand
    idea, while simultaneously driving response."

    You can find out more in his book "How to Do Better Creative
    Work."

    So essentially, you get your brand and positioning clear first
    and then integrate it into direct response campaigns.

    Dedicated to your success,

    Shaun
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  • Profile picture of the author MichaelHiles
    A brand is the sum of your customer's experiences.

    Direct response gets you customers.
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  • Profile picture of the author Hecman104
    Wow.. I was away from this thread for a while..

    Benjamin - I wasn't at all stating that D.R will be replaced by
    Branding, I was just trying to see if you guys thought that the
    Branding aspect of building an online business was becoming
    more important..

    Shaun - That's a new term I've never heard of.. "Brand Response"
    ..that makes sense, I just read that Branding helps lower cost per lead
    which also makes a lot of sense since the brand probably has a
    bunch of social proof attached to it..

    Which leads me to Michael's statement - all that social proof most
    likely came from previous customers, via testimonials and word of mouth.

    any other thoughts on this?
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