Category Archives: Branding

“Though no one can go back and make a brand new start, anyone can start from now and make a brand new ending.” – Carl Bard

Branding is the process by which consumers imbue a symbol with meaning and emotional attachment. Brand management requires careful curation of consumer perception.

Direct Marketing and Branding

By Jerry Mcruer | Published: April 16, 2011
Direct communication can be effective brand communication. In today’s environment where enlightened brand managers seek integration across all consumer touch points, the role of direct as a tool to build brand equity is accepted, albeit at times condescendingly, by even the most dyed-in-the-wool general advertising professionals. But try this one: For many brands, direct communication can be the most effective brand communication...
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Company Counter-Culture

By Jane Lin | Published: February 3, 2011
Google, Zappos, BCG, Netflix, SAS … What do these wildly successful companies have in common? They all attribute their success to their strong company cultures. In a sense, it’s more like they have strong “counter-cultures” because the attributes of their company cultures are far different from...
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Memorable Advertising – Images that Stick

By Eric Wegerbauer | Published: November 4, 2010
How can a single image stick out of the crowd?
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Top 10 Super Bowl players

By Melanie Moser | Published: February 18, 2010
The Saints weren’t the only winners in this year’s Super Bowl XLIV. Even with celebrities like Brad Pitt, Tom Cruise, Demi Moore, John Travolta, and an additional 74,000 in the stadium, the real audience seemed to be the record-breaking 153.4 million viewers. Every year, the commercials are always strongly anticipated. As marketers, we too, at Direct Partners excitedly await the Super Bowl commercials. Not only do we have our own opinions, but we have some questions too? How do the most liked ads compare with the most viewed ads? How do those compare with the most recalled ads? And how do they compare with our personal favorites?
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