Originally, branding was the placing on animals (usually by burning) of an identifying mark.  In a business context, branding refers to the imposing of a distinctive identity, a brand, on goods and services.  Philip Kotler, author of “Marketing Management”, a standard textbook, defines a brand as: “A name, term, symbol or design (or a combination of them) which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of the competitors.”
Branding bestows a number of benefits:
• It reassures consumers …

“The caterpillar does all the work but the butterfly gets all the publicity”
If this quote holds true then in any good relationship, the client should always be the butterfly getting all the attention and reaping the rewards of the work done.  If you as a client feel you are doing more that your share of the work to get your advertising campaign going, it may be time to re-evaluate.  Like the caterpillar works, finds the food, and stores up the resources for the transformation that will take place, advertising companies …

Your direct mail advertising is your visual message designed to communicate in a creative manner the nature of your products, services, and ideas. The primary goal of your advertising campaign is to expose your potential customers to those products and services you have to offer them and get them to react in a way that’s positive to your business.
Although your advertising is goal is to persuade, it also provides the important function of maintaining your identity and announcing your continued presence. This is why repetitive campaigns have been proven to …