New article in Deliver magazine by Steve Cuno

If you and I were playing a friendly game of word association and I happened to toss out brand enthusiast, I bet direct marketer wouldn’t be the first thing you’d toss back. “Brand, shmand,” many a direct marketer is wont to say. “Does it sell or not?”

Point taken, but let’s not throw out the brand with the bathwater. A strong brand makes any direct marketer’s job easier. But also keep in mind what branding isn’t. (Continue reading by clicking here now)