Branding only works on cattle : the new way to get known (and drive your competitors crazy) / Jonathan Salem Baskin.

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Title:

Author:

Baskin, Jonathan Salem.

ISBN:

9780470742570

Personal Author:

Baskin, Jonathan Salem.

Publication Information:

New York : Grand Central Publishing, 2009.

Physical Description:

vii, 261 pages ; 24 cm.

Contents:

Your branding is useless -- Traces in a cloud chamber -- The new Nike -- The rise of the anti-brand -- The myth of the consumer/producer -- The outsourcing of consent -- Games as purpose, not distraction -- It takes a company -- The buzz in buzz marketing -- The emperor's new clothes.

Abstract:

A marketing maverick provides prescriptive advice on how to thrive in a world where pretty pictures and funny tag lines no longer lead to profits.

Subject Term:

Branding (Marketing)

Consumer behavior.

Information behavior.

Branding (Marketing) (OCoLC)fst01743755

Consumer behavior. (OCoLC)fst00876238

Information behavior. (OCoLC)fst01737153

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Summary

Most people don't know it yet, but branding is dead. Of course, we need to know about the things we want to buy, but the billions of pounds spent on logos, sponsorships, and jingles have little - if anything - to do with consumer behaviour. 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.

In Branding Only Works on Cattle , branding guru Jonathan Salem Baskin reveals that modern consumers are harder to find, more difficult to convince, and even harder 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 affect consumer behaviour. Marketing communications, distribution strategies, and customer service are all contributing to the new branding. This book will be the essential guide to understanding and thriving on this new branding dynamic.