Bøger af Jonathan Salem Baskin

Technology doesn't create social media phenomena as much as change and amplify it. Technology can't invent new human traits, or rewrite how we're wired. Today, we live at the cusp of a future that looks a lot like the futures our predecessors faced on this same day last year, a decade ago, or even a thousand years in the past. Each "today" essay documents a social phenomenon that is as real now as it was then. The short, two or three-paragraph entries reveal varied examples of crowdsourcing, viral, innovation, storytelling and every presumably new quality enabled by current technology. They were experienced when content was usually live, if it hadn't been captured with quill pens scratched on parchment. They were shared when ideas and trends moved at the speed of horse-drawn carriages, or on trains drawn by steam engines, and remembered when facts were vetted by human minds, and truths stored in our hearts, just like today. Reading an essay each day will get you thinking about social media in novel, challenging, and counter-intuitive ways. You'll be surprised by interesting, funny, and sometimes gut-wrenching facts about social experience that aren't well known or often discussed.

This quick read draws on the science of the mind, ancient civilizations, mobile tech, Shakespeare, funny TV commercials, and a host of other diverse topics to explain why we prefer pictures over words, brevity over length and depth, and are thereby willingly giving up our ability to reach consensus and collaboration on any constructive action. Baskin makes a novel, contrarian conclusion come to life with illustrative examples, intriguing facts, and not a little bit of wit: it's not that a picture tells a thousand words, but rather we need a thousand words to understand most pictures. His insights have implications for how brands communicate with their markets, and how individuals should interpret those communications. Read this book and you'll never Tweet the same again...

Most people don't know it yet, but branding is dead. Of course, we need to know about the things we want to buy, but the billions of pounds spent on logos, sponsorships, and jingles have little - if anything - to do with consumer behaviour. For example: -Dinosaur-headed execs in Microsoft ads didn't help sell software.

Most people don't know it yet, but branding is dead. Of course, we need to know about the things we want to buy, but the billions of pounds spent on logos, sponsorships, and jingles have little - if anything - to do with consumer behaviour. For example:-Dinosaur-headed execs in Microsoft ads didn't help sell software.-Citibank's artsy "live richly" billboards didn't prompt a single new account.-United Airlines' animated TV commercials didn't fill more seats on airplanes.In Branding Only Works on Cattle, branding guru Jonathan Salem Baskin reveals that modern consumers are harder to find, more difficult to convince, and even harder to retain. They make decisions based on experience - so what matters isn't how creative, cool, or memorable the advertising is, but how companies can affect consumer behaviour. Marketing communications, distribution strategies, and customer service are all contributing to the new branding. This book will be the essential guide to understanding and thriving on this new branding dynamic.

Most people don't know it yet, but branding is dead.Sure, we need to know about the stuff we want to buy, but the billions of dollars spent on logos, sponsorships, and jingles have little, if anything, to do with actual consumer behavior. For example:-Dinosaur-headed execs in Microsoft ads didn't help sell software. -Citibank's artsy "e;live richly"e; billboards didn't prompt a single new account. -United Airlines' animated TV commercials didn't fill more seats on airplanes. As branding guru Jonathan Baskin reveals, modern consumers are harder to find, more difficult to convince, and near-impossible to retain. They make decisions based on experience - so what matters isn't how creative, cool, or memorable the advertising is, but how companies can directly target consumer behavior.Pretty pictures and funny taglines should be an after-thought: brands must target what consumers actually do. How companies affect behavior - whether via marketing communications, distribution strategies, or customer service - is how branding is being reborn. This book will be the essential guide to understanding and thriving on this new branding dynamic.

This book is your resource and guide for better branding and marketing in 2010, culled from studies of 500+ companies worldwide, analysis in 260 essays on the award-winning Dim Bulb blog, and then distilled and refined to deliver: - 9 strategic trends that challenge the conventional wisdom- 86 tactical ideas you can start use tomorrow- 101 essays that add nuance, insight, and humor - Hundreds of tidbits, challenges, and possibilities for you to ponder- Useful indices by industry category and name, to make the book useful all year longIn addition to his blog, Jonathan Salem Baskin writes columns for Advertising Age and Information Week, and co-hosts the popular podcast, Socializing Media. His book, Branding Only Works on Cattle (2008), was "savage and witty," according to The Economist, and earned him the label "merry iconoclast" from Publisher''s Weekly. Jonathan works with clients around the world to invent novel, cross-functional solutions to today''s most intractable and challenging business problems.You can learn more at www.baskinbrand.com, and read daily posts at dimbulb.typepad.com.