Most direct marketers don’t care about their brands. OK, maybe that’s a bit of an overstatement, but not by much. It’s certainly the impression we give consumers by the ways we typically deliver our products, services and offers.
Our direct marketing for even a single brand is frequently a jumble of pitches, terse communications, deep discounting, diverse logos, and multiple, often inconsistent messages. In our zeal to optimize, personalize and customize, we put the cart before the horse by letting process drive strategy and branding. As a result, the prize assets of our businesses
