Back in March of 2006 in my direct marketing blog, the Response Edge, I wrote, "It will be very interesting indeed when "pay per click" begins to drive brand advertising content and placement. Actually it already has. My bet is the concept of offer will rise to the top and response advertising will undermine the confidence of executives in their (old) brand-ad strategy." I thought about this article last night at the monthly meeting of the Luxury Marketing Council of San Francisco when Jonathan Baskin gave a very interesting and provocative presentation. He is author of the book, Branding Only Works On Cattle and has a great blog.

I wondered how long ago was it that I was writing about how the romance with brand and branding was going to last: years and years it seems. Yet it appears that we are entering a time when the principles and practices of relationship and direct marketing, both online and offline, are back in style because they WORK in getting a person to respond, to engage in a buying (client) relationship. I've noticed that recently more VP of Marketing Job descriptions call out direct marketing experience. That's a hopeful sign.

This is a great book to read and send to your clients who need to challenge themselves to thinking about a world without branding. Three years ago I recommended not using the word, brand, for a whole week, substituting instead "reputation" to shift perceptions. Give it a try.

And read Jonathan's book.