Put Brand in Its Place
In today’s world where brand integration is a mandate, direct marketers must have the knowledge and flexibility to know what brand elements to apply where and when. Because the cumulative effects of making a series of wrong decisions just to support the brand could render you and your direct marketing ineffective.
Russell Kern is president of The Kern Organization, a fully integrated offline and online direct marketing agency in Woodland Hills, Calif. He can be reached at (818) 703-8775 or via e-mail at