Branding Only Works on Cattle

The New Way to Get Known (and Drive your Competitors Crazy)

AvJonathan Salem Baskin

Inbunden, Engelska, 2009

380 kr

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Inbunden

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2009-01-16
Mått:163 x 237 x 27 mm
Vikt:539 g
Format:Inbunden
Språk:Engelska
Antal sidor:272
Upplaga:1
Förlag:John Wiley & Sons Inc
ISBN:9780470742570

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Jonathan Salem Baskin runs a global branding consultancy and has worked for many of the world's top brands over his twenty-six-year career. Jonathan speaks extensively on delivering branding with more than images and words, and writes the slightly contentious brand marketing blog, Dim Bulb (dimbulb.typepad.com).

Recensioner i media

"Baskin's thesis is compelling... worthy and brave.... Baskin has at least started a debate." (Economist.com, August 7th 2009)"Baskin's book certainly has something valid to say... worth picking up.... I would also recommend it for branding specialists." (TheBookBag.com, April 16th 2009)"... a lively, chatty easy-to-read book.... It's well worth a look." (Research Magazine, April 2009)"His observations generally are excellent, and his chapters on search, social media and the Internet in general are near brilliant." (BNET.com, March 24th 2009)"... provides an interesting read." (Brandchannel.com, February 16th 2009)

Innehållsförteckning

Introduction: Challenging Ptolemy's Imagination 11. Your Branding Is Useless 102. Traces in a Cloud Chamber 333. The New Nike 564. The Rise of the Anti-Brand 795. The Myth of the Consumer/Producer 1046. The Outsourcing of Consent 1277. Games as Purpose, Not Distraction 1518. It Takes a Company 1729. The Buzz in Buzz Marketing 19510. The Emperor's New Clothes 219Notes 243Bibliography 249Index 253