GLOVES OFF: Does brand have a place in today's DM?

Share this article:

Lewis argues a great point about the relative value of a direct dollar and a branding dollar in a transaction window. However, Williams just beats him to the punch with an argument that speaks to a longer-term relationship. Consumers may indeed search for low prices, but they're searching by brand names often enough to back Williams' point that just as direct focuses and amplifies branding, branding can drive direct.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs: