Having spent longer than I care to admit pursuing traditional brand development through advertising, I recently became fascinated with the prospect of building brands using direct response marketing and lead generation activities. (I wonder what my colleagues at the ad firm would think if they knew!)

Traditional wisdom has always told us marketing types that our marketing communications are either 1) emotionally oriented and image based OR 2) direct oriented and response based activities. You simply can't do both at the same time.

Or can you?

Think about it. Every piece of communication you send to a prospect or client creates an impression. That impression, if reinforced consistently over time, builds a certain image in the mind of your prospects.

If you are continuously communicating to your prospects with integrated messaging, you are building a brand whether you use an advertising or a direct marketing approach.

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