Closing the brand/response gap

Andrew Cohen

Andrew Cohen argues that success in today's market place comes from 'connectivity' (shrinking the gap between brand and response), and this demands a balanced combination of brand building and response generation.

Closing The Brand/Response Gap

Andrew CohenExposed Brick

The accepted definition of a straight line is 'the shortest distance between two points'.

Companies marketing a product or service in the US have lost touch with that simple truth. Typically, marketers follow a costly, circuitous route from the act of establishing brand identity to building a profitable customer relationship.

The majority of marketers choose to stay with the oneway advertising model of a bygone era. What a pity, when making a beeline straight to starting a consumer relationship is as simple as using the directresponse tools that are the foundation...

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