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“The test of a first-rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function.” – F. Scott Fitzgerald

Back in the 1990s, I called for a brand revolution in direct and a direct revolution in brand advertising, and called it brand direct.

A couple of years after that, I started noticing a phenomenon in the UK – the rise of what was being called “brand response.”

I had long done my recruiting from the UK and New Zealand, because I found that the smaller, but more culturally uniform markets were hothouses for integration — ahead of the U.S. with its giant budgets and endless silos.

Since I thrived by getting and staying ahead on integration — on brand direct — I needed people who understood, and those people weren’t being trained in the U.S.

So, the U.K. now seems to have a wealth of resources on brand response and it’s phenomenal growth and history, as you’ll see in the article linked below:

https://www.marketingsociety.com/the-library/inexorable-rise-brand-response

-Mark DiMassimo