Branding Only Works on Cattle

Jonathan Salem Baskin runs a global branding consultancy and has worked for many of the world's top brands over his twenty-six-year career. Jonathan speaks extensively on delivering branding with more than images and words, and writes the slightly contentious brand marketing blog, Dim Bulb (dimbulb.typepad.com).

• Introduction: Challenging Ptolemy's Imagination 11. Your Branding Is Useless 102. Traces in a Cloud Chamber 333. The New Nike 564. The Rise of the Anti-Brand 795. The Myth of the Consumer/Producer 1046. The Outsourcing of Consent 1277. Games as Purpose, Not Distraction 1518. It Takes a Company 1729. The Buzz in Buzz Marketing 19510. The Emperor's New Clothes 219Notes 243Bibliography 249Index 253

"Baskin's thesis is compelling... worthy and brave.... Baskin has at least started a debate." (Economist.com, August 7th 2009)"Baskin's book certainly has something valid to say... worth picking up.... I would also recommend it for branding specialists." (TheBookBag.com, April 16th 2009)"... a lively, chatty easy-to-read book.... It's well worth a look." (Research Magazine, April 2009)"His observations generally are excellent, and his chapters on search, social media and the Internet in general are near brilliant." (BNET.com, March 24th 2009)"... provides an interesting read." (Brandchannel.com, February 16th 2009)