A challenge for Direct Marketers to be accountable to the brand rather than to the offer and response and a guide as to how you can achieve it. Feelings of affinity and emotional connection to the brand determine a true relationship, not the offer you can't refuse. Contributor: Mark Di Somma
Two companies, Shisheido and Guiness demonstrate that successful global brands depend on stable, well thought out brand messages with staying power. Contributor: Chris Macrae
American Express' cross-examination of corporate identity showed how closely service is linked to performance; a brand identity system alone is not enough. Contributor: Chris Macrae
Two examples where brand personality traits are systematically portrayed in communications and how these traits link key ideas in consumers' minds. Contributor: Chris Macrae
Coca-Cola's core campaign (of the "Great Depression" years) is again relived in a new advertising campaign for Indonesian consumers. Contributor: Chris Macrae
