This newsletter is for clients and friends. If you prefer not to receive it, send us an e-mail with the word remove on the subject line.




DM Tips #15 - Branding & DM, Pharma, __ and more! __________________April, 2002

Published as a resource for your direct marketing work. Depend on FCC for imaginative, results-producing creative work, including direct mail - web - e-mail - ads - more!



--Branding & Direct Marketing - a dance!

- Direct Marketing magazine features pharma cover

-____-story by Albert Fried-Cassorla -- FREE here!

- Exciting PDMA Day planned for April 16th

--Play reading May 6th & 8th: Fried-Cassorla's

_____ Info-Boy! at Hedgerow Theatre in Media, PA

--Photos - Colorful Wildwood, NJ

--Humor - Historical Misconceptions!





Dear Dick,

--NBBranding and direct marketing are two powerful subjects. See my article below and let me know if you agree (or not :). And if you're in the Philly area or willing to travel for a fun evening, you're invited to my Info-Boy! play reading on May 6th and 8th (see below). Do Bluesblockers sunglasses cure depression? Come find out.... And I do hope you enjoy this issue!hing N



Branding and Direct Marketing -
They can dance together!

by Albert Fried-Cassorla

Brand-builders have always said: Boost awareness. Polish the image. Establish a leading market position.


Direct marketers have had different priorities: Sell more products, make it easy and direct, and rack up sales. While there hasn't exactly been conflict, there's occasionally been a need for some delicate dancing.

So the question arises: Can brand-building and direct marketing work together?

My answer is: Yes.

They can indeed dance together. But the choreographer has to coach the dancers into a graceful embrace.

The two have different styles and the needs of each must be carefully and creatively balanced. Let's take a look at some basic terminology before delving further. Allow me to ask some obvious questions.

First, what's a great brand?

A brand is a company or product that has established a clear, powerful image. But of course it's more than that.

A notion of quality has been projected and expectations are strong in the marketplace. The particular company or product is thought to deliver the highest level of service or product construction.

Elements of a smart branding approach include consistency of logo, imagery, and photography across multiple channels.

The strong brand has a personality -- sometimes literally, as in the cases of Tony the Tiger for Kellogg's or Michael Jordan for Nike. The brand acts a certain way. You come to like these special brands because you know what to expect of them.

A good brand has established a market niche for itself. It's never an also-ran, indistinguishable from the other commodities. Instead, it's more positive in any number of potential ways: more elegant, affordable, upscale, usable, customer-friendly, tastier, reliable -- or more rewarding in any number of carefully weighed and projected characteristics that marketers have succeeded in investing in it.

What is the essence of Direct Response?

Here are the quick answers:

  • Asking for the order
  • Instant buying capability
  • All creative work and offers aim at a response

Now let's look quickly at what direct response is, though most of you swim in it all day long. Direct response is the art of selling to the customer in one or two transactions, completing and then attributing the transaction.

That is, the product gets sold on the spot. And because the sale was attributable to a particular channel or campaign, we know exactly what caused the sale.

So where is the source of any potential conflict? If it exists at all, it shows up when the marketer simultaneously enhances a brand's image and sells based on price reductions.

Balancing an upscale image and an aggressive promotion

The most difficult challenge for preserving brand and making sales arises when the brand is upscale and the selling challenge is economics-driven.

In other words: "Sale" and "discount" don't work well with upscale images. But value-filled messages can!

It's all a question of tone and style…

For example, Mercedes projects a very upscale image.. It's hard to imagine a 60-second TV commercial that spends 30 seconds romancing the Mercedes image and the other 30 urging people to call an 800 number to buy used Mercedes autos for 30% off. That's why you won't hear:

"DISCOUNT! Discount! We won't be UNDERSOLD! GET YOUR Mercedes now while they last! Call-1-800-MERCEDES NOW OPERATORS ARE STANDING BY!"

This could be a jarring juxtaposition. But, with skill and care, a value-filled message can be brought off. For example, the word "used" would itself never be uttered.

Instead "pre-owned" would do the work. Imagery would still convey the luster of the Mercedes image.

Brand-Building DM Tips

To preserve the brand's luster and sell directly, use these guidelines:

1. Emphasize value - Your brand is worth the investment customers will make.
2. Use upscale language - Consider replacing FREE with complimentary. "Exclusive" adds appeal when it conveys genuinely special benefits. Make your exclusive benefits sing like a Bach Chorale!
3. Play up the trust people have in your brand -- they reply on it. Tell them they'll be getting "the same Lexus quality." Prove it. Emphasize your logo, colors and branding position.
4. Sell directly. Go for the order or the lead. Don't refrain because a call to action is "unbecoming." All people want to be sold in the sense that they want to know what excellent pleasures they will have when they purchase your product. Talk to them in the way you'd want to be talked to.

Then ask for the order!

Which conveniently brings me to my next point...

Find out how Fried-Cassorla Communications has successfully merged great brand name power and direct response -- read our Success Stories on our work for Merck & Company, Unisys, GMAC, CIGNA, Scott Paper Company and others ! Then contact us at to see how we can help you with your challenges!


Add muscle to your direct response creative work!

Let us help boost your response with powerful copywriting and design! Contact Fried-Cassorla Communications, Inc. now at 215-635-5189 (USA) or 


Cover story of Direct Marketing Magazine, features Direct-to-Consumer pharma article by Albert Fried-Cassorla - now a FREE download here!

The October, 2001 issue of Direct Marketing magazine featured an article on current trends in Direct-to-Consumer (DTC) marketing. This article takes an in-depth look at what's working in Direct-to-Consumer database marketing in the pharmaceutical industry. Many successful marketing case histories examples are profiled.


Readers of this newsletter may read the article, entitled Tools for Healthy DTC Marketing, in pdf format. You must have Acrobat pdf reader installed. This is a free download at To see the article, visit, click on Business Resources, and scroll to the pharmaceutical section.

Fried-Cassorla Communications, Inc. is a full service advertising agency specializing in direct marketing, electronic marketing, e-mail, and web design. Since 1988, the company has generated over $220 million in sales for such prestigious clients as GMAC, UNISYS, CIGNA, Merck & Co., and many small to medium-sized firms.


PDMA Day on April 16th features Benny Awards, an Exhibit Hall, talks by David Shepard and Herschell Gordon Lewis!

This year's PDMA Day gives marketers in the Philadelphia region a chance to learn, meet colleagues, network, and hear from a variety of speakers. Included in this year's schedule will be presentations by noted writer Herschell Gordon Lewis and database marketer David Shepard. All events wil be held at the Adam's Mark Hotel on City Line Avenue.

To learn more and to register, please visit


Need help with your e-mail campaign?
Let us help you turn pixels into profits! Call Fried-Cassorla Communications at 215-635-5189 or e-mail!



You're invited to a reading of Albert Fried-Cassorla's play, Info-Boy! - May 6th and 8th at the Hedgerow Theatre, Media, Pennslyvania

This is the story of an infomercial executive who invents sunglasses that cure depression -- or do they? His daughter Kari wants his attention, as does his lover. Plus business life has been surprising lately. Want to come along for the ride? Lots of laughs and serious stuff. too! Read more about it and see a cool animation by clicking HERE. And do let us know if you'll be attending.


^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ smooths your journey to Florence!

If you're thinking about taking a trip to Florence, do yourself a favor. Make reservations in advance to see major attractions such as Michelangelo's David, and the Uffizi Gallery. I did, and the results were incredible -- we were spared a 3-hour wait in the hot sun.


You reserve via the web, receive a confirmation via e-mail, and then spend your time enjoying fine art and cosmopolitan surroundings... instead of just baking and venting! Visit today to make your reservations. You might also like to shop online and pick up some lovely gifts while at the site. Business reporters, explore the many interesting facets of this unusual web site and catalog. Contact me at for varied story ideas.


Photos of Colorful Wildwood, New Jersey! - Here are a few choice photos of this town of 50-foot tall, burger-hawking women and insane roller-coaster rides!

I took the pictures in the off-season, September...a time of lassitude, summer's frenzy gone, but reminders persisting, taking a break.

I did climb up and take a bite of that burger... fiberglass-flavored!


 When you need help with your direct mail campaign, who ya gonna call?

We've helped many companies successfully reach B2B and consumer markets with our power-packed direct mail. See the Success Stories on our web site, or even better... give us a call! 215-635-5189 (USA) or




This was sent by friend Steve Lember....

Insight into the minds of 6th graders

The following were answers provided by 6th graders during a history test. Watch the spelling! Some of the best humor is in the misspelling.

1. Ancient Egypt was inhabited by mummies and they all wrote in hydraulics. They lived in the Sarah Dessert. The climate of the Sarah is such that all the inhabitants have to live elsewhere.

2. Moses led the Hebrew slaves to the Red Sea where they made unleavened bread, which is bread made without any ingredients. Moses went up on Mount Cyanide to get the ten commandments. He died before he ever reached Canada.


3. Solomon had three hundred wives and seven hundred porcupines.

4. The Greeks were a highly sculptured people, and without them we wouldn't have history. The Greeks also had myths. A myth is a female moth.

Want to read all 17? Some are hilarious! Click HERE.



To be removed from our mailing list, just write back and ask us to do so. On the other hand, why not pass around the helpful info? We welcome new subscribers!

Fried-Cassorla Communications, Inc.
"Imaginative Direct Marketing and Advertising"

e-mail: Discover resources for marketers at ---phone: 215-635-5189 fax: 215-635-0461

© Copyright 2002 by Fried-Cassorla Communications, Inc. All rights reserved.