Multichannel Brand Management: Refine Your Message

Enter ‘Brand Police’

Here’s an example of why you need a “brand policeman” to guide the process, and why, if possible, the design team that does your direct marketing actually should be involved in the first layer of Web development.

Selling Strategy

Your selling strategy can show up almost as a subdivision of your brand. When trying to determine how to sell your product, make decisions that are supported and executed throughout your channels. A good example of this is seen in the current and ongoing Xerox color printer campaign. The direct mail uses verbiage that’s inspiring and the design enhances the message by taking these keywords and making them shine.