Recently, I was reminded about the power of a strong brand by my 4-year-old granddaughter who told me, “You know how I can tell when there’s a McDonald’s close by? There’s a sign with yellow M on a red background. That means there’s a McDonald’s near here.”
McDonald’s has certainly built the golden arches “M” brand over the course of many years; my earliest remembrance is from the early 1960s. But the fact that a 4-year-old girl learned the symbolism in a much shorter timeframe illustrates how powerful great branding can be.
When I recently Googled “direct marketing and branding,” I was surprised to see that there are a lot of search results positioning the two as separate marketing strategies. I thought that debate was put to rest years ago — you need both.
The Internet has turned everyone into a direct marketer, and those who have built strong brands are the big winners — think Amazon, 1-800-Flowers, Omaha Steaks, Zappos, etc. When I was with Roska Direct, our results showed over and again that when we did direct response marketing using the umbrella of a strong brand, we achieved better response and conversion rates than when we downplayed the brand in an attempt to juice response.
According to Statista, Google enjoyed a 90%-plus share of searches from 2010 through 2013, before it dipped into the high 80s, sneaking over 90 only in October of 2016 and 2018. So what’s Google doing about it? Running a national brand campaign on television, Here to Help, using The Beatles 1965 hit, “Help.”
Interestingly, if you try to find those branding ads by Googling “Google ad campaign,” you won’t. What you’ll find is Google in direct response mode, helping you construct your own online advertising campaign through Google.
Like I said, you need both.