Picking the Brain: Richard Rosen
I conducted a fascinating interview with Richard Rosen, famed direct marketer and author of "Convergence Marketing: Combining Brand and Direct for Unprecedented Profits," for the final print issue of Inside Direct Mail. Rosen is founder, president and CEO of ROSEN, a global consultancy firm based in Portland, Ore. that specializes in transforming marketing and advertising campaigns into cost-effective business models. His firm has received 28 Echo Awards, and Rosen has received the Caples Organization's Emerson Award and the first "B-to-B Marketer of the Year Award" by the International Direct Marketing Association.
However, restricted to the one-page print magazine format, I had to leave a lot of choice material in the scrap pile. Well, no longer! Below, read the rest of our interview:
Boldt: What are the key questions to ask about your brand?
Rosen: What does it stand for? What is the offer strategy? What is the contact strategy that will bring the customer forward in a sales process, on their time, not our time?
It's about building brand resonance, not just mere awareness. Getting involved with the brand and understanding what the brand architecture is really about — and not just what the graphic interpretation is about and saying what you really stand for. It's about giving you a huge platform in which to have a dialogue with the customer and not just trying to sell me today. That no longer works on e-mail at all.
Brand resonance is how do I get you to try my brand, maybe without buying it. From a direct perspective, they understood that method. The brand guys were still bringing the same limited brand awareness model and just shoving it onto the web, resulting in a disconnected model of creative.
Boldt: Is that where the book idea came from?
Rosen: Yes, I came up with a process tool. It was to stimulate an interaction between brand and all media. Convergence that drives interaction, in which you save time and money. Place brand interaction modalities throughout all your media, so you turn off your corporate people!