The reputation of a brand, what it stands for and how it is known in the market place is often an extension of why people align themselves with it. 

It is a representation of their own values and how they see themselves.  They feel comfortable with it.

Campaign content and creative, including microsites, banners, key words, copywriting etc all work together in optimising the response rates, leads and conversions.

One of the underestimated benefits of database marketing is the ongoing nurturing of your leads for the future.  Maintaining brand alignment in readiness for the next campaign to an already aware audience.