I Hate “Brand” … Yeah, I Said It.
We’ve found ourselves at a fork in the road. Brand? Or DR? A DR-only mindset will lead to short-termism with no long-term play – consumers that will purchase today, but only did so because of a great offer, and will never again think about your produce or service again. At the same time, a branding-only mindset may lead to one ridiculously expensive TV spot, a hugely overpriced media plan and a couple people that care.