When you do the math, direct marketing is the way to go. You know how much it costs for you to acquire your customer down to the cent. You know what is working and not working and the whole processes is measurable. So, why on earth would anyone want to do any other form of marketing and advertising?

Well, what supporters soon realize is that while direct marketing’s hard hitting hand generates great immediate short term results, they soon start to see the self cannibalizing nature of the whole process.

It’s easy to put it in the terms of dating – direct marketing is the hard sell in dating. It’s your friend setting up the date. It’s a pushing effect , something you are dragged into to go on the date. While brand marketing is seduction. It allows both people to play a game that leads them to both going on the date. One is subtle and one is more direct.

While branding in theory would build stronger and more lasting bonds; sometimes you need both.

Branding is seduction. Direct is conquering.