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- Volume 1, Issue 2 - November 16, 2005
- How Branding Keeps Your Response Rates Up
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How Branding Keeps Your Response Rates Up
Dear Visitor:
The debate about branding vs. ROI goes on. But as I was reminded at the recent Financial Services Marketing Symposium (which I helped promote for a 20% increase in registrations!), branding can keep your marketing revenues up - even when direct marketing and email response rates drop.
Here are some thoughts expressed by the Chief Marketing Officers and senior branding executives who spoke at this event.
"We live in a brandscape. People express their individuality and shared values through brands." John D. Hayes, CMO, American Express.
"Brand provides cover for the ground troops." William J. McDonald, EVP Brand Management, Capital One. He says that with direct mail rates "falling out of the sky," branding keeps consumers aware of and predisposed toward your products.
"Brand protects you from not always having to be first or best," according to Tom Dougherty, partner and senior strategist of Stealing Share, Inc. Our job, he says, is to get consumers to "covet the brand."
So be careful not to get too narrowly focused on ROI at the expense of branding. While we all work hard to make sure that each and every marketing touch succeeds on its own, its important to note that everything we do should contribute to a positive perception of the overall brand.
Til next time ...
Karen's ClickZ Columns on B2B Email Marketing