I just finished a one-of-a-kind assignment working with an ad agency known for it branding strengths. It gave me the opportunity to reinforce my own belief that brand advertising and direct response advertising are not adversaries. Anymore, they need to be best friends. Fully integrated.
But there are still doubters. And I don't understand why. If you aren't being true to your brand's personality when you're writing and designing to generate response (a click, call, visit to a store or website), you're limiting your likelihood of success. My thought is that you never want to look or sound like a stranger when you're communicating with customers or anyone might know of you.