Donny and Marie Osmond, sibling stars of one of my favorite TV shows when I was a kid, proclaimed that she was “a little bit country” while he was “a little bit rock ’n roll.” As a youngster, I hadn’t the foggiest idea what this meant the Osmonds were “mostly,” but it didn’t prevent me from enjoying the skits and songs. When it comes to direct marketing and branding, no such ambiguity has been tolerated. I’ve heard time and again that branding tactics dilute the efficacy of direct response campaigns and thus must be avoided like the returns counter at a major department store the

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