DIRECT MARKETING AND BRAND MARKETING
(AND WHY THE DIFFERENCE MATTERS TO YOU)
What if you had to walk into a high-level boardroom and pitch the idea of running a 60-second Super Bowl commercial, spending a ton of company money and make a deliberate decision NOT to focus on the product you're selling? More than likely you would be laughed out of the room. Especially by those who fail to grasp the enormous differences that exist between Direct Marketing and Brand Marketing. Two disciplines that are entirely different. One is designed to boost short-term sales. The other is designed to inspire trust, connection and long-term relationships.
Are you aware of these sharp differences and how you may be inadvertently sabotaging your best business-building efforts?
Direct Marketing is the polar opposite of Brand Marketing. It's like comparing apples to cucumbers. Like Haggard to Beyonce. Like hunting to farming.
Join us on the back 40 as we explore the substantial, game-changing differences between Direct Marketing & Brand Marketing on this edition of The Reinvention Chronicles.
Farming looks mighty easy when your plow is a pencil and you're a thousand miles from the corn field". DWIGHT D. EISENHOWER
No different than life on a farm, you will need copious amounts of faith, hope, patience and perseverance; knowing you can't manufacture a compelling brand overnight any more than you can rush the crops or breed cattle in less than a week.
On February 3, 2013, the year the Ravens beat the 49'ers in Super Bowl XLVII was the year a world television audience stood still and listened to what the legendary Paul Harvey had to say about America and its nation of farmers.
So God Made a Farmer and what it represents as a Brand Marketing masterpiece still resonates today. The speech was originally delivered at a 1978 farmers convention and it clearly differentiates the Dodge brand from the majority of ads that can range from the salacious to ridiculous to just downright stupid. In collaboration with the Future Farmers of America, Dodge agreed to donate $100,000 for every 1,000,000 views that the YouTube video of the ad received up to $1,000,000. This goal was reached in less than five days.