September 18th, 2006 by Bob Bly
According to a survey by Third Deep Marketing, the two biggest challenges U.S. marketers say they are facing are (1) knowing that there’s a payback for marketing dollars spent and (2) generating profitable lead flow for sales.
I submit that direct response meets both of these challenges — and branding contributes not at all to the first and marginally to the second.
So is branding obsolete? Or does it still have enormous value — and if so, what is its contribution to marketing results?
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