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Branding Only Works on Cattle: The New Way to Get Known (and Drive your Competitors Crazy) [Kietas viršelis]

3.75/5 (8 ratings by Goodreads)
  • Formatas: Hardback, 272 pages, aukštis x plotis x storis: 237x163x27 mm, weight: 539 g
  • Išleidimo metai: 16-Jan-2009
  • Leidėjas: John Wiley & Sons Inc
  • ISBN-10: 0470742577
  • ISBN-13: 9780470742570
Kitos knygos pagal šią temą:
Branding Only Works on Cattle: The New Way to Get Known (and Drive your Competitors Crazy)Didesnis paveikslėlis
  • Formatas: Hardback, 272 pages, aukštis x plotis x storis: 237x163x27 mm, weight: 539 g
  • Išleidimo metai: 16-Jan-2009
  • Leidėjas: John Wiley & Sons Inc
  • ISBN-10: 0470742577
  • ISBN-13: 9780470742570
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780470742570.html
Most people dont 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 isnt 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.

Recenzijos

"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)

Introduction: Challenging Ptolemy's Imagination 1

1. Your Branding Is Useless 10

2. Traces in a Cloud Chamber 33

3. The New Nike 56

4. The Rise of the Anti-Brand 79

5. The Myth of the Consumer/Producer 104

6. The Outsourcing of Consent 127

7. Games as Purpose, Not Distraction 151

8. It Takes a Company 172

9. The Buzz in Buzz Marketing 195

10. The Emperor's New Clothes 219

Notes 243

Bibliography 249

Index 253
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).