THIS IS NOT SAYING THAT BRANDS DON’T HAVE VALUE. Or that doing things that can help elevate your brand and build an audience for the long-term aren’t valuable. They do! But all too often, we invest too heavily on activities that are less about mathematically probable ROI and driving action and more and long term creative strategies that all too often fail to drive net new activity. We focus 90% of the time on brand and 10% or less on deploying, optimizing, and nailing down every day the best practice direct response tactics that actually work in a direct cause = revenue effect relationship.
Why? Because deploying purely creative tasks is often easier than science and technology based direct response customer generation as the platforms change, skills are harder to find than creative professionals, and OH MY GOODNESS there is a quantifiable risk you might fail.
