https://www.youtube.com/watch?v=HHht5- 8jtgl Run Time: 4:53 Description/Suggested Use: Seth Godin is considered by many to be one of the most successful business entrepreneurs in the world. In this video, he discusses when companies should focus on brand or direct marketing. Godin differentiates between brand marketing and direct marketing, making the point that one cannot measure a brand, but can direct marketing. He notes that direct marketers can tell what is going on with the brand from day to day, while brand marketers cannot. He gives an example of brand marketing in which a number of factors contribute to the brand image. But while store location contributes, it cannot be measured easily as one cannot keep placing stores in different locations to see how they do. In direct marketing, one can see the impact of the product offering and contributing factors because it is so inexpensive to manipulate them. Godin suggests that if you are measuring likes on Facebook or clicks on YouTube you are measuring the wrong thing. An analogy is drawn between the tortoise and the hare. The direct marketer is the hare.K Date November 13, 2022 easily as one cannot keep placing stores in different locations to see how they do. In direct marketing, one can see the impact of the product offering and contributing factors because it is so inexpensive to manipulate them. Godin suggests that if you are measuring likes on Facebook or clicks on YouTube you are measuring the wrong thing. An analogy is drawn between the tortoise and the hare. The direct marketer is the hare. Discussion Questions 1. Discuss the tortoise and hare analogy referred to in the video. (3 Sentences) 2. Explain why direct marketers can measure the effectiveness of their marketing practices while brand marketers cannot, according to Godin. (4 sentences) 3. As brick and mortar stores continue to close, many brands will be forced into direct marketing-a trend we are already seeing. Will they have an advantage over lesser well known brands? (3 sentences)