Top positive review
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It's Time We Put Fluffy to Sleep
on September 18, 2008
Let's face it, anyone planning on earning an income in the field of marketing today knows it's all about results. Fluffy, unquantifiable, "feel-good" messaging is dead, and Mr. Baskin clearly (and quite entertainingly) explains that branding is behavior. Without results, we're wasting time and money.
I'm a twenty-plus year marketing professional with Fortune 500 experience and stacks of advertising and marketing books on my shelves. Some books were never read beyond the first few chapters. Branding Only Works on Cattle is different. It's incredibly relevant to marketing plan development, and I highly recommend it for marketing and C-level executives.
Portions of the book made me wince at misguided efforts from years gone by, but illumination requires painful self-examination. This is how we learn. Baskin's "Chronology of Purchase Intent" describes consumers' movement from problem recognition to purchase. This continuum provides a perfect basis from which to create specific, measurable marketing activity. Examples and stories provide edification along the way.
If you're willing to accept reality, and formulate marketing that drives action, this book is for you. Or, keep stroking Fluffy. She'll come back around.