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In direct marketing, which I often refer to as “the direct model,” consumers can form relationships directly with companies without the need to go through intermediaries, such as agents or retailers.

The meaning they assign to those relationships is called “brand.” Managing the process of building that meaning is called “branding.”

The process of building value through developing direct customer relationships is direct marketing. Brand Response is the (mostly UK) term for brand-driven media designed to generate actions such as click-throughs, sign ups & purchases, known as “responses.”

In the 1990s, I introduced the term “brand direct,” which is the management of both brand and the entire direct marketing funnel synchronously to accelerate value creation.

– Mark DiMassimo