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Branding Only Works on Cattle: The New Way to Get Known (And Drive Your Competitors Crazy)

By Jonathan Salem Baskin
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$12.99
By Jonathan Salem Baskin
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Most people don't know it yet, but branding is dead.

Sure, we need to know about the stuff we want to buy, but the billions of dollars spent on logos, sponsorships, and jingles have little, if anything, to do with actual consumer behavior. For example:


-Dinosaur-headed execs in Microsoft ads didn't help sell software.
-Citibank's artsy "live richly" billboards didn't prompt a single new account.
-United Airlines' animated TV commercials didn't fill more seats on airplan…

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