The Pontiflex CPL Blog

The relationship between branding and ROI has often been portrayed in a Darwinian light – the image is of two lions fighting over an available antelope which is grazing on a field full of advertising dollars.

However, in the interactive age, where consumers can express their preferences directly with brands, the relationship between branding and ROI is one of symbiosis (symbiosis of course referring to a situation where organisms help each other – the crocodile in the photo would not eat the bird because — would you attack your toothbrush?)

Now, brand marketers can generate ROI without having to compromise creativity. They can accomplish this  by:

1. Growing in-house email lists cost-effectively with people passionate about the brand.

2. Engaging this house email list through ads, youtube videos, social networking widgets and any other vehicles that enables relevant communication.

You can read more in our byline on Mediapost here.