Direct marketing (substitute: branding) can take your branding (substitute: direct marketing) efforts to an incredibly deep, personal, and profitable level. The thinking that branding limits direct marketing ROI is passé ¨we hope). This session reports on innovations in branding integrated into direct marketing and new key performance measures. You'll see how brands big and small, old and new, evaluate efforts in
terms of both direct ROI and brand building. You'll see how brand expression and messages change depending on the media. In direct marketing you do what works, and branding is a powerful, direct weapon that really connects to the customer..

LEARNING POINTS:.

- How National Geographic employs leading technologies to reach new audiences, infuses its brand into marketing messages, and gets stellar results.
- Integrating brand guidelines and effective direct marketing guidelines.
- Applying the latest thinking and innovations in branding to create winning direct marketing campaigns and multichannel marketing efforts