Branding Only Works on Cattle

The New Way to Get Known (and drive your competitors crazy)

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Branding Only Works on Cattle by Jonathan Salem Baskin, Grand Central Publishing
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Author: Jonathan Salem Baskin ISBN: 9780446542258
Publisher: Grand Central Publishing Publication: September 22, 2008
Imprint: Business Plus Language: English
Author: Jonathan Salem Baskin
ISBN: 9780446542258
Publisher: Grand Central Publishing
Publication: September 22, 2008
Imprint: Business Plus
Language: English

Most people don't know it yet, but branding is dead.

Sure, we need to know about the stuff we want to buy, but the billions of dollars spent on logos, sponsorships, and jingles have little, if anything, to do with actual consumer behavior. For example:

-Dinosaur-headed execs in Microsoft ads didn't help sell software.
-Citibank's artsy "live richly" billboards didn't prompt a single new account.
-United Airlines' animated TV commercials didn't fill more seats on airplanes.

As branding guru Jonathan Baskin reveals, modern consumers are harder to find, more difficult to convince, and near-impossible to retain. They make decisions based on experience - so what matters isn't how creative, cool, or memorable the advertising is, but how companies can directly target consumer behavior.

Pretty pictures and funny taglines should be an after-thought: brands must target what consumers actually do. How companies affect behavior - whether via marketing communications, distribution strategies, or customer service - is how branding is being reborn. This book will be the essential guide to understanding and thriving on this new branding dynamic.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Most people don't know it yet, but branding is dead.

Sure, we need to know about the stuff we want to buy, but the billions of dollars spent on logos, sponsorships, and jingles have little, if anything, to do with actual consumer behavior. For example:

-Dinosaur-headed execs in Microsoft ads didn't help sell software.
-Citibank's artsy "live richly" billboards didn't prompt a single new account.
-United Airlines' animated TV commercials didn't fill more seats on airplanes.

As branding guru Jonathan Baskin reveals, modern consumers are harder to find, more difficult to convince, and near-impossible to retain. They make decisions based on experience - so what matters isn't how creative, cool, or memorable the advertising is, but how companies can directly target consumer behavior.

Pretty pictures and funny taglines should be an after-thought: brands must target what consumers actually do. How companies affect behavior - whether via marketing communications, distribution strategies, or customer service - is how branding is being reborn. This book will be the essential guide to understanding and thriving on this new branding dynamic.

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