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Branding Only Works on Cattle: The New Way to Get Known and Drive Your Competitors Crazy - Couverture rigide
Synopsis
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.
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À propos de l?auteur
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).
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)
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Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)
Edité par
Wiley, 2009
ISBN 10 : 0470742577
ISBN 13 : 9780470742570
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Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)
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ISBN 13 : 9780470742570
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Buch. Etat : Neu. Neuware - 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. N° de réf. du vendeur 9780470742570
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Branding Only Works on Cattle (Hardcover)
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Hardcover. Etat : new. Hardcover. 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. 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. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. N° de réf. du vendeur 9780470742570
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