ThirdWay Advertising has an interview with Jonathan Salem Baskin (Author of Branding Only Works on Cattle)
Branding is glorified awareness, if that, and it’s more notable for what it doesn’t do, like drive sales, support higher prices, or improve customer satisfaction. For all the talk of engaging customers, branding is inward-looking; it addresses absolutes of what marketers want it to be, instead of getting applied to outwardly-relevant behaviors that are motivating to consumers.
You can read more from Jonathan Salem Baskin on his blog.
Update: You can download a free chapter of the book here.
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Myron, thanks for the shoutout. I’m offering a free download of a chapter from my book, BRANDING ONLY WORKS ON CATTLE, at my website: http://www.baskinbrand.com.
I’d love any and all feedback.
jsb