Branding Only Works on Cattle: The New Way to Get Known (and Drive your Competitors Crazy),Used

Branding Only Works on Cattle: The New Way to Get Known (and Drive your Competitors Crazy),Used

In Stock
SKU: SONG0470742577
Brand: Wiley
$14.51 $20.73
Save $6.22
Quantity
Add to wishlist
Add to compare

Processing time: 1-3 days

US Orders Ships in: 3-5 days

International Orders Ships in: 8-12 days

Return Policy: 15-days return on defective items

Payment Option
Payment Methods

Help

If you have any questions, you are always welcome to contact us. We'll get back to you as soon as possible, withing 24 hours on weekdays.

Customer service

All questions about your order, return and delivery must be sent to our customer service team by e-mail at yourstore@yourdomain.com

Sale & Press

If you are interested in selling our products, need more information about our brand or wish to make a collaboration, please contact us at press@yourdomain.com

In late 2008, a book about the crisis in marketing called Branding Only Works on Cattle predicted: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. Gap's heavy expenditures on charity couldn't keep its customers buying, and sure enough its sales sank as fast as every other retailer. Harley Davidson's mammoth brand value wouldn't help it sell bikes. It recently announced a 71% drop in profits on severely lagging sales. The marketing world is still struggling to come up with a response to the massive change underlying these events, embracing everwackier books and nonsense theories (like mindreading and social media conversations that don't say anything), and as a result:Corporate reputations have plummeted. Consumer loyalty is a thing of the past. Brands are increasingly unable to charge premium prices. Branding 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:Basing marketing on operational differences, not imagination and perceptions. Embracing true evangelists, not paid celebrities. Mapping campaigns the way video games are designed. Many 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.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

Recently Viewed