Lose your job and own a Hyundai? No worries. Kristi Vandenbosch, president at Tequila USA, notes the car company has launched the most brilliant campaign message in the marketplace: If you lose you
job, we will take back your car. Vandenbosch said the clause has been in contracts for years, but never brought to light. Is this branding or marketing?
The panel, "What Happens to Branding in
this Economy?," discussed branding vs. marketing. The panel agreed that few people can do both branding and marketing well. Until people gain the expertise of both, the roles will remain separate, but
it will take the integration of both to create direct mail pieces that become excellent branding pieces.