Commentary

Branding pollution in the home

When big bad economic news hits your brand big time, sending more direct mail may not be the right approach -- especially if you are a big name bank in this economy.

“I’m getting 10 solicitations a month from Citibank,” says Stephen Sonnenfeld, president, of consumer solutions of WPP Group’s Enfatico. “Now they are polluting my house with this stuff. How does that affect my brand?”

I think we know. He doesn't give those companies much credit.

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