WINNETKA, IL, December 11, 2008
/24-7PressRelease/ -- You can't talk about branding unless you're an expert. You can use it as easy shorthand -- like "the brand did this," or "our branding accomplished that" -- but otherwise you must take it on faith that the experts know better than you.
Their belief in brands requires no proof. Branding is so immense that it's everywhere; so important that it affects everything. It's just true, like a fact of nature. There's an echo chamber full of experts telling each other so:
* Brands have caused a gazillion dollar bubble on the stock market
* They're neurological flashes on a brain scan
* Brands are engaging stories
* They're funny commercials, online conversations, Internet search terms, and videogames.
Brands have equity that is at once real, yet wholly intangible, so they're best understood by metaphor or example. And there's a wizened old expert or up-and-coming guru to tell you so. Every week, a new book delivers a new riff on the theme, along with new ways to spend money on it.
So don't worry. Let the branding experts handle it. There's only one problem. It doesn't work. For all of the parascience and great literature the experts talk about:
* Great brands suffer just like lesser ones (where's the equity when you want to spend it?)
* Loyalty is a thing of the past (in spite of the best creative and most advanced CRM technology)
* Trust in corporations is at an all time low (even after so many "socially responsible" campaigns)
* Popularity is fleeting (today's trend is tomorrow's history)
* Premium margins have all but evaporated (the Internet reveals "how the sausage is made")
Customers are harder to reach, more difficult to convince, and nearly impossible to keep happy. Price has emerged as the determinant of almost every purchase that we'd once hoped would be prompted by brand affinity.
For an idea that is so all-encompassing, brands are really only evident in the places where brand marketers look for them. They are expert at telling one another so.
But nobody else sees what they see. Consumers don't do what they're supposed to do anymore. Nobody is buying the old definitions of brands. Except you. You're not an expert, so you can't talk about branding.
Until now. Branding Only Works On Cattle is about fundamentally changing the very conversation about brands and branding. It's about shifting it away from the narrow definitions and expertise of marketers, and opening it up to functional, organizational, systems, and other areas of expertise across your entire company.
It's intended to empower every employee, from the top executive to the outsourced part-timer, to collaborate on inventing a new, more proactive and sustainable model for your brand.
It's not going to cost you more money to implement; rather, Branding Only Works On Cattle is intended to allow you to apply your existing resources, and get more results from them.
Marketing has a role to play in your branding. So does every other department. One doesn't come before the other. Branding Only Works On Cattle is the first branding book that recognizes this fact.
Successful branding doesn't tell, it sells. Marketing has lost track of that reality. It's time for you to reclaim it for your business.
Branding Only Works On Cattle is the only book on branding that will allow you get more out of your brands. But to do that, you need to start talking about it...because you're not an expert.
To buy Branding Only Works On Cattle, please go to http://www.baskinbrand.com for a list of online and local book retailers.
For more information,please contact: info@baskinbrand.com.
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