Branded or non-branded Direct Response campaigns?
Many people will probably look at the title and be perplexed, because why would you not brand your own direct response campaigns? Isn’t that the purpose; Not only to generate sales but build the brand to support retention? I would completely understand their point of view. On the other hand, there are huge advantages by running unbranded DR campaigns. First off, you are not limited to brand guidelines. Secondly, it’s easier to run Black Hat campaigns…. (Yes, I mentioned “BLACK HAT” and it sounds grim, but it doesn’t have to be). If you have ever run a Black Hat initiative, you will know that they can be hugely successful (often only in the short run). They tend to have an expiry date just when the performance peaks. Not Sticking to Brand guidelines Brand guidelines are in place for a reason, a very good reason to be honest. If Coca-Cola started using Pepsi colours in their marketing, this would confuse the consumer. If they started using a tone of voice ...