Multichannel Brand Management: Refine Your Message

If a brand is legitimate and useful, there’s nothing in the brand rules that would make it hostile in direct mail or other response media. So there should be no rules that say your language must be overly subdued and not ask for response.

There also should be no rules demanding teeny type, light blue headlines, reversed out copy or missing toll-free numbers. The brand is a support mechanism to help you sell. So if the branding isn’t market-appropriate, it will interfere with your success in the market.