How to best use branding in direct mail campaigns

Like reality, brands can be difficult to pin down. Brands only exist as a collection of perceptions in a consumer’s mind, created by a myriad of historical experiences that define the ‘brand reality’ for the consumer.

That’s bit of a mouthful – but unfortunately, it’s par for the course. There’s so much mystique and complexity surrounding brands, it’s no wonder our primitive brains can’t cope with them sometimes.

For the inquisitive amongst you, there are a mind-expanding 719 million results on Google for ‘brand’  (and a mere 201 million for ‘reality’).

In this document, Adrian Hoole, Planning Partner, Proximity London, explains how marketers should best use the brand and branding in direct marketing channels.

In addition he provides five practical best practice tips for marketers in planning their campaigns

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