Comments on: Direct Marketing vs. Branding: Round 2 http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/ bly.com direct marketing blog Wed, 16 May 2012 20:54:49 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: buy iq massager pro http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-682647 buy iq massager pro Wed, 02 May 2012 06:58:31 +0000 http://www.bly.com/blog/?p=121#comment-682647 <strong>buy iq massager pro...</strong> [...]Direct Marketing vs. Branding: Round 2 - bly.com blog - bly.com direct marketing blog[...]... buy iq massager pro…

[...]Direct Marketing vs. Branding: Round 2 – bly.com blog – bly.com direct marketing blog[...]…

]]> By: mike http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-676228 mike Wed, 15 Apr 2009 23:25:55 +0000 http://www.bly.com/blog/?p=121#comment-676228 Advertising in all cases is about coming up with an idea that sells the product. A shift in a brand's position can have an enormous impact on sales. Same media, different message, big increase sales, no direct. I've been involved in two such campaigns --- all TV for packaged goods that worked like gangbusters for Kraft. The brand promise is essentially the offer. Direct people fail because they only see rules and one-offs instead of thinking long term success. Brand people fail because they only see awareness -- instead of awarness of an idea that makes folks want to buy a product. I've worked as a creative in both disciplines, and I think it's silly to be a slave to either. What you do need to be a slave to is the single-minded position/hook that makes people PAY ATTENTION and want to buy. Then figure out the best discipline on your budget to cram this home to your target. Advertising in all cases is about coming up with an idea that sells the product.

A shift in a brand’s position can have an enormous impact on sales. Same media, different message, big increase sales, no direct. I’ve been involved in two such campaigns — all TV for packaged goods that worked like gangbusters for Kraft. The brand promise is essentially the offer.

Direct people fail because they only see rules and one-offs instead of thinking long term success. Brand people fail because they only see awareness — instead of awarness of an idea that makes folks want to buy a product.

I’ve worked as a creative in both disciplines, and I think it’s silly to be a slave to either.

What you do need to be a slave to is the single-minded position/hook that makes people PAY ATTENTION and want to buy.

Then figure out the best discipline on your budget to cram this home to your target.

]]> By: OnlineDrugstore http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-371586 OnlineDrugstore Thu, 07 Jun 2007 11:16:54 +0000 http://www.bly.com/blog/?p=121#comment-371586 <a href="http://drugstoreon.atspace.com/" rel="nofollow">Online Drugstore</a> http://drugstoreon.atspace.com/ Online Drugstore Online Drugstore http://drugstoreon.atspace.com/ Online Drugstore

]]> By: disabili http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-350252 disabili Tue, 29 May 2007 12:20:08 +0000 http://www.bly.com/blog/?p=121#comment-350252 Du musst ein Fachmann sein - wirklich guter Aufstellungsort, den du hast! Du musst ein Fachmann sein – wirklich guter Aufstellungsort, den du hast!

]]> By: chat http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-349008 chat Mon, 28 May 2007 21:53:50 +0000 http://www.bly.com/blog/?p=121#comment-349008 Chi ha fatto questo? E un buon posto per trovare le informazioni importanti!:) Chi ha fatto questo? E un buon posto per trovare le informazioni importanti!:)

]]> By: anna tatangelo http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-347822 anna tatangelo Mon, 28 May 2007 07:40:20 +0000 http://www.bly.com/blog/?p=121#comment-347822 Was kann ich sagen? Wirklich gute Arbeit erledigt mit dem Aufstellungsort? Was kann ich sagen? Wirklich gute Arbeit erledigt mit dem Aufstellungsort?

]]> By: bear http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-344422 bear Sat, 26 May 2007 06:28:15 +0000 http://www.bly.com/blog/?p=121#comment-344422 ooo! it's one of the best sites ever! :) ooo! it’s one of the best sites ever! :)

]]> By: gardaland http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-343780 gardaland Fri, 25 May 2007 20:41:18 +0000 http://www.bly.com/blog/?p=121#comment-343780 The information I found here was rather helpful. Thank you for this. The information I found here was rather helpful. Thank you for this.

]]> By: ipercoop http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-342837 ipercoop Fri, 25 May 2007 08:38:16 +0000 http://www.bly.com/blog/?p=121#comment-342837 ooo! it's one of the best sites ever! :) ooo! it’s one of the best sites ever! :)

]]> By: michelle http://bly.com/blog/direct-marketing/direct-marketing-vs-branding-round-2/#comment-342678 michelle Fri, 25 May 2007 06:10:31 +0000 http://www.bly.com/blog/?p=121#comment-342678 Interessare, molto interessante. Come avete fatto questo? Interessare, molto interessante. Come avete fatto questo?

]]>