Tag Archives: engagement

Consumers’ affinity for a brand is great. Their purchases, better. Most marketers focus on one of two things: building demand for their brand or activating the brand. “Dividing up those two makes sense,” Carl Hartman, CEO of Geometry Global North America, told me during a conversation we had on trends in direct marketing. “Most marketers have been taught to build strong brands. But getting people to love your brand is only half the battle. Getting them to buy it is […]

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