Brand Commerce

Direct Response Evolves to Brand Response

Direct Response Evolves to Brand Response

5 points for brand managers to consider when shaping an effective brand response strategy.

Transaction and experience: The twain must meet

Transaction and experience: The twain must meet

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Bad transactional experiences make people mad—but without a smart brand marketing plan in place it's unlikely consumers will be at the point of transaction at all.

Oreck cleans up with brand-intelligent direct response marketing campaigns

Oreck cleans up with brand-intelligent direct response marketing campaigns

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The Oreck Corporation, based in Tennessee, is all about direct response, but never at the expense of brand consideration.

What Lady Gaga can teach marketers

What Lady Gaga can teach marketers

While Gaga doesn't top my playlist, her success as a marketer and builder of relationships with fans is impressive to a brand marketer like myself.

Johnson and Johnson names new marketing chief

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Johnson and Johnson will promote Michael Sneed to VP of global corporate affairs effective Jan. 1, the company said in a statement. He will report to Johnson and Johnson chairman and CEO William Weldon.

Email: The foundation of engaged brand commerce

Email: The foundation of engaged brand commerce

When it is done right, email is still one of the most effective forms of marketing that companies can use, so it can and should remain as one of your primary communication channels.

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