Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy) (Hardcover)
In this essential guide to understanding how branding is evolving, learn how companies affect behavior via marketing communications, distribution strategies, and customer service.
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:
Pretty pictures and funny taglines should be an afterthought: brands must target what consumers actually do.
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.
Pretty pictures and funny taglines should be an afterthought: brands must target what consumers actually do.
Jonathan Salem Baskin is the principal of Baskin Associates. He has led some of the most successful marketing campaigns in recent history, working with Nissan, Blockbuster, Apple, and GE. He speaks extensively on marketing panels and runs the highly popular marketing blog Dim Bulb.