An interesting aticle on The Register this morning highlights the fact that even a data literate DM'er like myself has to aknowledge the power of brands.
The idea that a sales model driven via an intermediary should be sucessful runs counter to much of the fashionable thinking over the past decade. Remember the word disintermediation? Yes, Not heard that one since the days of phrases like "clicks not bricks" and the idea that every supermarket would close down and be replaced by a delivery service. It's not happened has it. The reality is that whatever the business model a strong brand is the differentiator. Comparison web sites have been with us for some years but how many of us pick the absolute cheapest and how many the cheapest of the brands that we've heard of and of which we have some residual positive feeling? Direct communication always works better on a bedrock of of a brand. It's an element of the mix frequently forgotten in the data world and measuring the effect of a brand on response is far from simple, but very worthwhile.
Charles Ping
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Member since: 18 Jun 2008
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