Brent Niemuth

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

Getting punny this week, "Multichannel Marketing Fails … Who Really Dropped the Brand?" is the question posed by LinkedIn Integrated Marketing Mix group member Colleen T. Reese. On Twitter, a brand "#fail" can easily become a "trending topic." But public embarrassment is only part of the problem, Reese says. "To most people, this is a source of light entertainment," she writes. "To marketers and PR folk, branding mistakes cost money, time and, most importantly, trust."

In this session, originally broadcast as part of the 2011 Direct Marketing Day @ Your Desk Virtual Show, we asked, are you sending a consistent brand message at every point of contact with your customer? And does that message matter to them? Recent studies show it doesn't, and that's a problem. It's critical that marketers align their brand with the values and attitudes of customers and appeal to them on an "emotional" level in order to remain viable.

In this fast-paced session learn how to present your brand across all channels in a meaningful and powerful way. See examples of how others have positioned their differentiation and increased overall response and loyalty.

You will learn how to:
- Appeal to consumers based on a better understanding of what motivates them
- Dive deep into understanding your customer intimately and then be able to better manage their perception by a closely managed experience
- Create and manage a holistic brand "filter" by which all messages are created
- Go beyond WHAT you sell and focus on WHY it matters

Click here to view this session today.

Visit the DirectMarketingIQ eLearning page to get more information on archived and upcoming webinars and virtual shows.

More than 60 percent of respondents to the fifth annual Target Marketing Media Usage Survey plan to increase their social media budgets in 2011 over 2010. Staying ahead of the game has never been more important for a marketer. And, if you can spare a little time at your desk to log in on March 15, we have been working on an excellent free event that will help you do exactly that.

I guarantee this column is worth reading if you're responsible for using words to generate more clicks, calls or traffic through the door. No, this isn't about writing copy. It's about increasing readership by increasing readability—the importance of the specific typefaces and fonts selected.

Branding commonly is considered a critical part of any successful business these days, yet many people still view it as merely a creative endeavor. It’s something people dressed in black and armed with logos, typefaces and fancy color palettes do behind closed doors. But the truth is, branding is just as much about strategy as it is about tactics. It’s thinking and execution. It’s left brain plus right brain. It’s logic plus magic. You need to approach it from both sides to get the full impact from your branding efforts.

What you can learn from a 10-year-old By Brent Niemuth My 10-year-old son recently taught me a valuable lesson in branding. It was time to shop for new school shoes, and I was determined to stay within my budget, so our trip began at the local discount stores. Being an avid skateboarder, my son wanted a shoe style that reflected his skating lifestyle. I saw this as a benefit, since it would cut down on our shopping time. We would simply select an affordable pair that fit and be on our way. How wrong I was. I offered pair after pair of

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