Why Brand People Struggle with Offers

Even if you've worked in the direct marketing field for just a short time, you know that branding and direct marketing strategies  do not always live in harmony. When developing creative work, this conflict reveals itself openly. Why do you suppose this struggle exists? How can we position the product appropriately and still generate sales now?

It never fails. General agency professionals and clients who spend their careers building brands go limp when it comes time to ask for the order. It’s almost as if the call to action that is needed to get a reasonable response rate from the target audience somehow demeans the brand.

Let’s remain clear. A strong brand and quality image do a lot to generate higher response rates for direct marketers. But in my experience, a strong brand without sales support will deny the sales the organization deserves.

Perhaps you have a different view of why solid offers make keepers-of-the-brand uneasy. Are there more effective ways to get people to act instead of just appreciate your brand positioning? 

Posted on August 5, 2007 and filed under Branding.