Description
In late 2008, a book about the crisis in marketing called Branding Only Works on Cattle.The 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 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.
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.
ISBN:9780446178013
