{"title":"Jonathan Salem Baskin","description":null,"products":[{"product_id":"branding-only-works-on-cattle-book-jonathan-salem-baskin-9780470742570","title":"Branding Only Works on Cattle","description":"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.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49656442814737,"sku":"GOR007557534","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":50096724869393,"sku":"GOR004075578","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51257188876561,"sku":"NIN9780470742570","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0470742577.jpg?v=1773921024"},{"product_id":"branding-only-works-on-cattle-book-jonathan-salem-baskin-9780446178013","title":"Branding Only Works on Cattle","description":"\u003cdiv\u003e\n\u003cb\u003eIn this essential guide to understanding how branding is evolving, learn how companies affect behavior via marketing communications, distribution strategies, and customer service.\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e \u003cbr\u003e Most people don't know it yet, but branding is dead.\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e \u003cbr\u003e 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:\u003c\/div\u003e \u003cul\u003e \u003cli\u003eDinosaur-headed execs in Microsoft ads didn't help sell software.\u003c\/li\u003e \u003cli\u003eCitibank's artsy \"live richly\" billboards didn't prompt a single new account.\u003c\/li\u003e \u003cli\u003eUnited Airlines' animated TV commercials didn't fill more seats on airplanes.\u003c\/li\u003e \u003c\/ul\u003e \u003cdiv\u003eAs 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.\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e \u003cbr\u003e Pretty pictures and funny taglines should be an afterthought: brands must target what consumers actually do. \u003c\/div\u003e","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51288431165713,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51288433459473,"sku":"NIN9780446178013","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52334049853713,"sku":"NLS9780446178013","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0446178012.jpg?v=1751357778"},{"product_id":"bright-lights-dim-bulbs-book-jonathan-salem-baskin-9781440178405","title":"Bright Lights \u0026 Dim Bulbs","description":"This book is your resource and guide for better branding and marketing in 2010, culled from studies of 500+ companies worldwide, analysis in 260 essays on the award-winning Dim Bulb blog, and then distilled and refined to deliver: \u003cp\u003e - 9 strategic trends that challenge the conventional wisdom\u003cbr\u003e - 86 tactical ideas you can start use tomorrow\u003cbr\u003e - 101 essays that add nuance, insight, and humor\u003cbr\u003e - Hundreds of tidbits, challenges, and possibilities for you to ponder\u003cbr\u003e - Useful indices by industry category and name, to make the book useful all year long\u003c\/p\u003e\u003cp\u003e In addition to his blog, Jonathan Salem Baskin writes columns for Advertising Age and Information Week, and co-hosts the popular podcast, Socializing Media. His book, Branding Only Works on Cattle (2008), was savage and witty, according to The Economist, and earned him the label merry iconoclast from Publisher's Weekly. Jonathan works with clients around the world to invent novel, cross-functional solutions to today's most intractable and challenging business problems.\u003c\/p\u003e\u003cp\u003e You can learn more at www.baskinbrand.com, and read daily posts at dimbulb.typepad.com.\u003c\/p\u003e","brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52537292095761,"sku":"NLS9781440178405","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":52749493109009,"sku":"NIN9781440178405","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781440178405.jpg?v=1760677812"},{"product_id":"thousand-words-book-jonathan-salem-baskin-9780985182427","title":"A Thousand Words","description":"This quick read draws on the science of the mind, ancient civilizations, mobile tech, Shakespeare, funny TV commercials, and a host of other diverse topics to explain why we prefer pictures over words, brevity over length and depth, and are thereby willingly giving up our ability to reach consensus and collaboration on any constructive action. Baskin makes a novel, contrarian conclusion come to life with illustrative examples, intriguing facts, and not a little bit of wit: it's not that a picture tells a thousand words, but rather we need a thousand words to understand most pictures. His insights have implications for how brands communicate with their markets, and how individuals should interpret those communications.Read this book and you'll never Tweet the same again...","brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":53397582414097,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53397582643473,"sku":"NIN9780985182427","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9780985182427.jpg?v=1775917044"}],"url":"https:\/\/www.worldofbooks.com\/de-de\/collections\/autor-buecher-von-jonathan-salem-baskin.oembed","provider":"World of Books ","version":"1.0","type":"link"}