{"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":"\u003cp\u003eDid you just flip the cover of this book to see the cow and grass the right way? \u003c\/p\u003e\u003cp\u003eIf so, you're already on your way to understanding a radical new idea: Behavior trumps branding. We can think about brands until, well, the cows come home, but unless your company and your consumers actually do things, branding is really a waste of time and money. \u003c\/p\u003e\u003cp\u003eYou see, there's an ugly secret the experts don't want you to know: Consumers aren't paying attention anymore, and they don't believe or remember stuff anyway. \u003c\/p\u003e\u003cp\u003eSo the traditional expectations of image and awareness are no longer valid. Since the digital world now connects people to one another - as well as to your company - your brochures, chat posts, or latest marketing tactics-du-jour better have real-time, 24\/7 behaviors attached to them. You simply can't expect to manipulate what people think when th ey - and perhaps your competitors - are already busy doing things. \u003c\/p\u003e\u003cp\u003eThis is the first book that tells you why even the smartest, most memorable branding just doesn't seem to matter anymore. \u003c\/p\u003e\u003cp\u003eIn every chapter, Baskin reveals the dynamic, cutting-edge ways that brands are being reinvented around the world. Through detailed examples and checklists, he asks the tough questions that companies need to ask to get better answers.so you can start getting better results for your business. \u003c\/p\u003e\u003cp\u003eWe all know that branding involves a lot more than just marketing. BRANDING ONLY WORKS ON CATLE will be your essential guide to getting your customers and clients to jump into action. \u003c\/p\u003e\u003cp\u003eWant to start driving your competition nuts? Stop flipping this book and buy it.\u003c\/p\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\/en-gb\/collections\/author-books-by-jonathan-salem-baskin.oembed","provider":"World of Books ","version":"1.0","type":"link"}