"...provides an interesting read" (Brandchannel.com, February 16th 2009) "His observations generally are excellent, and his chapters on search, social media and the Internet in general are near brilliant." (BNET.com, March 24th 2009) "...a lively, chatty easy–to–read book...It′s well worth a look" (Research Magazine, April 2009) "Baskin′s book certainly has something valid to say...worth picking up...I would also recommend it for branding specialists" (TheBookBag.com, April 16th 2009) "Baskin′s thesis is compelling...worthy and brave...Baskin has at least started a debate." (Economist.com, August 7th 2009)
From the Inside Flap
Did you just flip the cover of this book to see the cow and grass the right way? If 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. You 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. So the traditional expectations of image and awareness are no longer valid.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 they – and perhaps your competitors – are already busy doing things. This is the first book that tells you why even the smartest, most memorable branding just doesn’t seem to matter anymore. In 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. We all know that branding involves a lot more than just marketing. BRANDING ONLY WORKS ON CATTLE will be your essential guide to getting your customers and clients to jump into action. Want to start driving your competition nuts? Stop flipping this book and buy it.