The fight: does brand have a place in today's DM?(GLOVES OFF)

* CONTENDER H. Gordon Lewis Principal Lewis Enterprises Author of 31 books; expert copywriter & direct marketing consultant

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I'VE HAD a number of conversations lately where people argue for a blending of brand advertising and direct marketing. I find the argument for the inclusion of brand to be the standard argument by people who work in fields where brand traditionally is valued.

Direct built its empire on a drive for results. Brands used to be significant, but online price bots and multiple search engines have changed that. In a price-driven marketplace such as the Internet, brand is secondary to price. Most people choose to buy from the least expensive source.

Direct marketing also leverages strength from convenience. For example, you could poll 100 direct marketers and 110 will tell you that "free shipping" outpulls any other lead.

I have no problem with brand advertising, but would argue the same amount of money can be used to generate more revenue and loyalty through direct. On a comparative level, direct is much more powerful than brand. Adding brand elements to our industry is a move to give image a more equal sway rather than just going for the jugular.

If you have a budget of half a million dollars, how much do you want to spend on selling something and how much do you spend to build an image? A lot of people use brand marketing as a crutch. My position is one that is looking at the bottom line. In direct marketing, we build house lists of customers who buy product and that is gold. Anything else is false gold or some kind of alloy.

* CONTENDER David Williams President/CEO Merkle Took over the company at age 25; more than 18 years of experience in DM

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BRAND MARKETERS want you to believe that creative, brand position and entertainment hold the keys to successful marketing. In contrast, direct marketers contend that only media that can be targeted and measured with precision are worthwhile investments.

I think both camps have lost focus on what is truly important--developing multimedia strategies and programs that enhance the value of relationships with consumers over time.

The claims that the 30-second spot is dead and that measurement is stifling creativity are false. Both brand and direct marketing can be very effective tools in driving consumer behavior over time. Brand advertising should focus on satisfying a universal need in the marketplace. Great direct marketing focuses on capitalizing on unique needs at a specific point in time.

The challenge today is not about which approach is better; it is figuring out how to create an effective blend of universal, unique offers and messages delivered through multiple media at the right time to drive the best results.

Conceptually, this might sound easy. In reality, it is very difficult to do well. Both the critical competencies of brand and direct are necessary for success. Instead of deploying each independently, brand and direct should be integrated to deliver the best set of outcomes.

The digital and information revolution taking place in marketing has created an ideal environment for marketers who understand what prospects want, and can engage them in the most effective way.

THE DECISION * KNOCKOUT DRAW

Lewis argues a great point about the relative value of a direct dollar and a branding dollar in a transaction window. However, Williams just beats him to the punch with an argument that speaks to a longer-term relationship. Consumers may indeed search for low prices, but they're searching by brand names often enough to back Williams' point that just as direct focuses and amplifies branding, branding can drive direct.