The Economist reviews Branding Only Works on Cattle
Last week The Economist wrote a terrific review of Jonathan Baskin’s innovative branding title Branding Only Works on Cattle. Here’s a snippet:
In chatty, bumptious style, Mr Baskin calls the bluff of some traditional branding assumptions. He disputes that people buy products on the strength of brand alone: once distribution, product quality and salesmanship are taken into account, the brand may have very little impact on sales. He also waves away evidence that brain scans reveal high levels of brand awareness, responding that those brand-aware brains don’t necessarily go on to buy the product. “All we can say for sure is that branding might help create awareness, and that awareness is generally better than non-awareness.” But not all publicity is good: “a dumb commercial …is still dumb the third time I see it.”
Mr Baskin does not simply rail, but redefines branding. “For branding to mean something, it has to do something.” In other words, branding must be generated directly by the experience of the user. At a basic level, straplines such as Nike’s “Just do it” and Las Vegas’s “What happens in Vegas stays in Vegas” work, he says, because they play to feelings that are related to how a product might be used. His notion of branding goes much further, taking in, for example, the way an airline deals with its stranded passengers. The amalgamation of all such company-wide actions emerge to create a brand, he argues.
You can read the rest of the review here. The Economist also gave Branding Only Works on Cattle the lead in their latest newsletter here. Congratulations, Jonathan!
