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.
Resist the temptation to dismiss marketing and sales fundamentals in the age of quick hits and shortcuts.
As both a "marketer" and editor I recently found myself doubly blessed. There I was heading a table of some of the smartest and most talented marketers around.
Seems like a top client is subtly demanding a kickback—what would you do? Answers are due to ginger.conlon@dmnews.com by May 31.
