Branding and Response are the Same

Per DM News. This is a great article in its entirety, so excerpting it is really impossible. It's simply a must read. The point Gerzema and Morel make is that consumer marketing HAS changed. The frames we used in the past don't quite work anymore. Because it is a direct response world now, and the relevance of our offers and the quality of the presentation-and-transaction experience set the brand.