Branding Only Works on Cattle
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.
- 2008 Jonathan Salem Baskin
Choosing a Book Format
EPUB is the standard publishing format used by many e-book readers including iBooks, Easy Reader, VoiceDream Reader, etc. This is the most popular and widely used format.
DAISY format is used by GoRead, Read2Go and most Kurzweil devices.
Audio (MP3) format is used by audio only devices, such as iPod.
Braille format is used by Braille output devices.
DAISY Audio format works on DAISY compatible players such as Victor Reader Stream.
Accessible Word format can be unzipped and opened in any tool that supports .docx files.