You need to point Mister Cohen to that.

Not to pre-empt Alex's reply...but he might point to this -

I've been saying for quite a while that DM and branding go hand-in-hand. This whole "one is better than the other, because..." conversation is exhausting. You can take the time to create a branded direct response campaign that utilizes the fundamentals from both marketing approaches.

Here's something to think about:

DM tends to always start out with some sort of agitation to a problem. And it's a tried-and-true technique that consistently gets results (when done right.)

Going in this direction tends to knock people of their emotional equilibrium, which the equivalent to putting a prospect into the sympathetic state.

You're essentially stressing your prospect out - so you come across as a knight in shining armor when you unveil the solution to the pain you've stimulated.

Branding on the other hand tends to go after developing trust and building a reputation that puts you at ease. In a sense, their trying to activate the parasympathetic response by projecting credibility (and even pop culture appeal) - so you almost blindly believe whatever claims they're boasting.

Can you do that in DM?

Yes.

But it's not typical.

Again...

Why not integrate DM and branding into one approach that takes the meatiest techniques from each philosophy?

My take.

Mark

I've always seen Branding as a type of marketing focused on mass appeal products. Things people know they want but haven't gone around to get them. Things people don't really think about every single day.

Like phones, computers, cars, tires, fast food, soda, college...etc.

Example; Once I run out of deodorant, walk down the isles and compare SPICE with another brand, I'll think about those youtube commercials and go with spice.

Some brand involves science, like the recent 5 hour energy campaigns... so when Im feeling tired and have to choose between coffee and 5he while waiting in line, I'll go with the latter.

But that's as far as it goes. I think branding could be summarized as something for people to talk about.

When it comes to a more personal, problem or NEED that people MAY OR MAY NOT know they have then it's all in direct response. Because it's the MOST EFFECTIVE WAY to sell this type of prospect.

Edit...

Something else to add is this talk about measurable results for brand commercials. I think that's funny.

Usually the measurable result is based on the NEW thing the company has added to their product line. To see if they're new bacon vegetable burger was a hit or miss. To see if their newly designed truck or car sold anything.

Besides, it's kind of hard to say an agency did good because of a commercial. Why? Because more commercials focus on the product. And if it's actually something people want, then it's a hit.

The whole thing about branding, in fact, the HUMOR in branding is when they try to be creative for the same product/service. Because things get way out of hand.

Now, if you want to say - "Why does apple have so many fans?" - I think it's all in positioning of the entire company.

One big reason that direct marketing advocates like to s*** on brand marketing so much is because David Ogilvy, one of the biggest names in brand marketing, specifically said that direct marketers know sales psychology better than brand marketers do.

The thing is, in spite of all that, most of Ogilvy's work still falls squarely in the realm of brand advertising... Short 15 second commercials, funny characters, high-end magazine ads and all that. He just incorporated direct marketing principles into his brand work.

There's no denying that many brand marketing campaigns have been effective.

Just look at Apple's "I'm a mac/I'm a PC" ads, or Samsung's "the new thing is already here" ads. Those CLEARLY generated a lot of sales for those companies.

Anyway, I basically think that what Mark said is true. Branding and direct marketing go hand in hand. Both have their advantages, so why CHOOSE one when you can effectively use BOTH in a single campaign?

I also think it is a blend. Even a simple 3-step Dan Kennedy letter sequence has branding elements. Remember Giorgio, the Official Romance Director?

"A Confidential Letter to the Husband of the House from Giorgio
— Romance Director, Giorgio's Italian Grotto

“She may be waiting …just anticipating …things she may never possess …but while she's waiting, try a little tenderness…”

April 16th

Dear Husband,

Women are different than we are. (Vive le difference!) YOUR loving wife needs, wants, and deserves SPECIAL ATTENTION maybe more often than you think to give it to her.

You are busy. Preoccupied with work. Aggravated with that dumb-dumb that you have to deal with every day at the office. Tired..."

Kennedy, Dan S. (2012-01-01). The Ultimate Sales Letter: Attract New Customers. Boost Your Sales (Kindle Locations 1815-1820). F+W Media, Inc.. Kindle Edition.

Here's Kennedy's take on branding.

Is Dan Kennedy Anti-Brand? The Surprising Answer | Small Business Marketing Blog | Glazer-Kennedy Insiders Circle

https://www.dropbox.com/s/0mdxcsjifu...ough_Tab-r.pdf

That's the "Head Enough"

And here's Jim Rutz - "Read This Or Die"...

https://www.dropbox.com/s/izmjrm15ec...im_Rutz_Ad.pdf

Great promos to study.

[DELETED]