{"product_id":"branding-only-works-on-cattle-the-new-way-to-get-known-and-drive-your-competitors-crazy","title":"Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)","description":"\u003cp\u003eIn late 2008, a book about the crisis in marketing called Branding Only Works on Cattle predicted:\u003c\/p\u003e\u003cp\u003e * Burger King's creepy mascot wouldn't do anything: it has since lost share, got sued for wasting marketing funds, and its top marketer quit.\u003c\/p\u003e\u003cp\u003e * Gap's heavy expenditures on charity couldn't keep its customers buying, and sure enough its sales sank as fast as every other retailer.\u003c\/p\u003e\u003cp\u003e * Harley Davidson's mammoth brand value wouldn't help it sell bikes. It recently announced a 71% drop in profits on severely lagging sales.\u003c\/p\u003e\u003cp\u003eThe marketing world is still struggling to come up with a response to the massive change underlying these events, embracing ever-wackier books and nonsense theories (like mind-reading and social media conversations that don't say anything), and as a result:\u003c\/p\u003e\u003cp\u003e * Corporate reputations have plummeted.\u003c\/p\u003e\u003cp\u003e * Consumer loyalty is a thing of the past.\u003c\/p\u003e\u003cp\u003e * Brands are increasingly unable to charge premium prices.\u003c\/p\u003e\u003cp\u003eBranding Only Works on Cattle gives detailed proposals on how we might reinvent brands...rethinking them as sets of behaviors, not mental states. It offers a variety of detailed ways to do it, such as:\u003c\/p\u003e\u003cp\u003e * Basing marketing on operational differences, not imagination and perceptions.\u003c\/p\u003e\u003cp\u003e * Embracing true evangelists, not paid celebrities.\u003c\/p\u003e\u003cp\u003e * Mapping campaigns the way video games are designed.\u003c\/p\u003e\u003cp\u003eMany marketers shuddered at the possibilities that their cherished fantasies about brands might be wrong; some of them felt compelled to ding the book in their reviews. But Branding Only Works on Cattle remains ahead of its time, and offers a new way of looking at the challenges most businesses are still facing today.\u003c\/p\u003e","brand":"Jonathan Salem Baskin","offers":[{"title":"Default Title","offer_id":48238552187112,"sku":"9780446178013","price":8.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0712\/8160\/6888\/files\/9780446178013.jpg?v=1776367922","url":"https:\/\/book-wyrm.net\/products\/branding-only-works-on-cattle-the-new-way-to-get-known-and-drive-your-competitors-crazy","provider":"The Book Wyrm","version":"1.0","type":"link"}