- Hardcover: 272 pages
- Publisher: Business Plus
- Language: English
- ASIN: B002U0KP9O
- Package Dimensions: 9.1 x 6.1 x 1 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 24 customer reviews
- Amazon Best Sellers Rank: #5,267,963 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
+ $3.99 shipping
+ $4.75 shipping
+ $4.95 shipping
Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy) Hardcover
See the Best Books of the Month
Looking for something great to read? Browse our editors' picks for the best books of the month in fiction, nonfiction, mysteries, children's books, and much more.
FE. BEAUTIFUL NEW . EXCELLENT HARDBACK BOOK. GIFT QUALITY. DUST JACKET AND PAGES ARE IN FINE CONDITION, CLEAN AND TIGHT. PACKAGED CAREFULLY AND SHIPPED PROMPTLY FROM KY.
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
His very short chapter, "Plainspeak Manifesto" should be read by every communications professional because it demonstrates the frustration and cynicism created by complex phone trees and support mechanisms, mouseprint, and legalese.
The author gets a little ivory tower'ish at times, but this is quickly forgiven as he provides great insights into how brands should be built and managed while tackling myths surrounding social media as "the new everything."
More than anything else, I think this book underscores the fact that many business people fundamentally misunderstand what a brand is and how to build and measure one.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
You'll probably disagree with him during several parts but Basin is indeed a captivating writer. I also do believe many CMO's and marketing exec's will never pick this book up because they are too set in their ways and afraid that their darling industry is rapidly changing before their very eyes. Ignore or innovate, I will choose the later.
In the age of disintermediation, or eliminating the middleman, and going direct to digital customers, people have no time for vague promises and linty images. Or as Baskin writes, useful marketing is the play-by-play of changing customer behavior and most branding is the color commentary with the sound turned down. Your product or service, Baskin astutely observes, is not a cause for you to promote, it must have a purpose, and that purpose is to get customers to do something.
And branding should be results-oriented, absent guesswork and hope. When changes in customer behavior is the branding focus, action becomes a potent tool and has a whole lot better chance of landing a sale than some fuzzy concept ad. Most of all, Baskin argues, you must measure any marketing activity, including branding. Millions of dollars are wasted without statistical proof.
Baskin cites the impact of statistical quality control in manufacturing as taught by American quality legend W. Edwards Deming and how that management instrument can be used in marketing to measure results and evaluate ROI. As Hewlett-Packard Founder Bill Hewett once said, "You cannot manage what you cannot measure. What gets measured gets done." Branding Only Works on Cattle is loaded with useful gems that are fit for use. I'm buying copies for business friends and clients.
Richard J. Noyes, business consultant, formerly Associate Director of the MIT Center for Advanced Engineering Study
Since then, each of us has spent enough time in the industry responsible for making those image (a.k.a. "branding") ads to realize how irrelevant and even damaging the old marketing model has become.
I've done little but grouse about it. Mr. Baskin, on the other hand, has taken his experience in the business, his frustration with how things are currently run and his vision for how they might be and created a wonderful starting point for a different, more effective kind of marketing.
His book points to the pointlessness of old-skool branding, from its fuzzy, unmeasurable goals to its diversion of valuable resources into stuff that doesn't move product. He uses plain English, not market-speak, draws from a range of excellent examples to support his arguments, and best of all, outlines actual, actionable steps companies can take to market themselves truly effectively: i.e., with measurable results.
Small side note: while the stories in the book are mainly those of big business, the lessons here are applicable to small business, too. It may take a bit of creative imagining and extrapolation to see how the lessons apply--this book was not explicitly written for ground-level use by the little guy--but they absolutely do.
Ignore them at your peril.
Most recent customer reviews
I went through the first chapters, until the Nike one...Read more
Save a tree. Don't buy this book.Read more