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Branding Only Works on Cattle: The New Way to Get Known (And Drive Your Competitors Crazy)

By Jonathan Salem Baskin
Hardcover
$34.95
By Jonathan Salem Baskin
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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 On...

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