One of DR's most revered companies helps point the way forward.(direct response)(Editorial)

Response,  March, 2006  by Haire, Thomas

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Twenty years ago, would you have ever heard a veteran of the branding and retail business favorably compare any direct response-created brand to one of the most successful athletic shoe or electronics brands in the world? C'mon ... be honest, now. Any person who says, "Yes!" is either really new to the business or suffering from post-DR marketing stress disorder.

Yet, in this month's Response, not only does a successful leader steeped in the world of brands and retail make such a comparison--he makes it as the head of a now publicly owned storied and successful DR ...

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