Defining the direct brand

Simon Foster

Telephone bank First Direct and the insurance company Direct Line are “direct brands” which deal directly with consumers over the phone and offer a convenient service.

Defining the direct brand

Simon Foster of Ogilvy & Mather Direct, introduces the concept of the 'direct brand' - brands built to exploit a direct market position. Direct brands have so far flourished mostly in the financial services sector, but the same branding technique could easily be applied to other markets

Simon Foster
PIONEERS are relatively few and far between in the marketing world. Marketers like to think of themselves as a cutting-edge group, but in fact they are not. Products come and go, but in general terms they are doing things now in much the same way as their...

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