Just got a direct mail package from AMEX, offering me their $399 Aeroplan card (kudos to Ogilvy Toronto). And you know, for just a moment, I actually considered it. But probably only because of the paper stock they used. The 6x9 envelope was printed on a heavy, ribbed card stock, and the letter/application on an almost-as-heavy text stock. In a word: beautiful. In 7 words: crisp, opulent, a vertiable direct mail texture treat. Which makes me wonder about the impact of paper stock on brand equity. My perceptions of American Express are considerably high, continually reinforced by their production values (copy+design+paper+print). Equally, my perceptions of MBNA, or Cap One are considerablly low, because it's quite obvious that they are not spending much (production) money on me with their 2-ply toilet paper DM paper stocks. Surely my business to them is worth more than 43¢ + postage? So, if it's possible to damage your brand by using the cheap stuff, surely you can elevate your brand's appeal by elevating your paper stock?
Time to get this thing started. I'm looking at a very tight next few months, which is just the type of deadline pressure I need to accelerate this site. Excellent. First up come the technical linkages from www.pauljoyce.ca, a few Typepad tweaks and then just content, content, content.
MC Direct is getting busy on many fronts: projects, pitches, and reinvention of all kinds. It's going to be challenging and chaotic and creative all at once. And it's just what we need to kick us out of the usual summer doldrums. I promised a New Years Revolution exactly 6 months ago, and now's the time.