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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.
Book Synopsis Branding Only Works on Cattle by : Jonathan Salem Baskin
Download or read book Branding Only Works on Cattle written by Jonathan Salem Baskin and published by John Wiley & Sons. This book was released on 2009-03-16 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Pretty pictures and 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.
Book Synopsis Branding Only Works On Cattle (international): The New Way To Get Known (and Drive Your Competitors) by : Jonathan Salem Baskin
Download or read book Branding Only Works On Cattle (international): The New Way To Get Known (and Drive Your Competitors) written by Jonathan Salem Baskin and published by . This book was released on 2008 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Pretty pictures and 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.
The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America. Covert Cows will help you… Discover unexpected, out-of-the-box marketing methods and new ways of approaching business problems. Understand the positive impact of building a business based on biblical principles. Receive an insider’s look at the evolution of one of America’s most beloved brands. Learn key marketing and business insights from the man who was the chief marketing officer for Chick-fil-A for thirty-four years. During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.
Book Synopsis Covert Cows and Chick-fil-A by : Steve Robinson
Download or read book Covert Cows and Chick-fil-A written by Steve Robinson and published by HarperChristian + ORM. This book was released on 2019-06-11 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America. Covert Cows will help you… Discover unexpected, out-of-the-box marketing methods and new ways of approaching business problems. Understand the positive impact of building a business based on biblical principles. Receive an insider’s look at the evolution of one of America’s most beloved brands. Learn key marketing and business insights from the man who was the chief marketing officer for Chick-fil-A for thirty-four years. During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.
Book Synopsis The Texas Stock Directory by : S. A. Long
Download or read book The Texas Stock Directory written by S. A. Long and published by . This book was released on 1865 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt:
American Farm Bureau Foundation for Education Recommended Book Cowboys aren't necessarily boys, and they aren't necessarily grown-ups, either. In this lively photo essay, young readers will meet girls and boys who live a unique way of life on their families' cattle ranches. Cowgirls and cowboys take part in many aspects of livestock operations, from calving and branding to haying and rounding up the herd. With a colorful and informative text, illustrated with action-packed photographs, Cat Urbigkit's book follows cattle kids through a year of ranching on the western range.
Book Synopsis Cattle Kids by : Cat Urbigkit
Download or read book Cattle Kids written by Cat Urbigkit and published by Boyds Mills Press. This book was released on 2007-09-01 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: American Farm Bureau Foundation for Education Recommended Book Cowboys aren't necessarily boys, and they aren't necessarily grown-ups, either. In this lively photo essay, young readers will meet girls and boys who live a unique way of life on their families' cattle ranches. Cowgirls and cowboys take part in many aspects of livestock operations, from calving and branding to haying and rounding up the herd. With a colorful and informative text, illustrated with action-packed photographs, Cat Urbigkit's book follows cattle kids through a year of ranching on the western range.
Beni-Amer cattle owners in the western part of the Horn of Africa are not only masters in cattle breeding, they are also knowledge sovereign, in terms of owning productive genes of cattle and the cognitive knowledge base crucial to sustainable development. The strong bonds between the Beni-Amer, their animals, and their environment constitute the basis of their ways of knowing, and much of their knowledge system is built on experience and embedded in their cultural practices. In this book, the first to study Beni-Amer practices, Zeremariam Fre argues for the importance of their knowledge, challenging the preconceptions that regard it as untrustworthy when compared to scientific knowledge from more developed regions. Empirical evidence suggests that there is much one could learn from the other, since elements of pastoralist technology, such as those related to animal production and husbandry, make a direct contribution to our knowledge of livestock production. It is this potential for hybridisation, as well as the resilience of the herders, at the core of the indigenous knowledge system. Fre also argues that indigenous knowledge can be viewed as a stand-alone science, and that a community’s rights over ownership should be defended by government officials, development planners and policy makers, making the case for a celebration of the knowledge sovereignty of pastoralist communities Praise for Knowledge Sovereignty Among African Cattle Herders ‘This book greatly contributes to the limited literature on theoretical discourses and practices on indigenous knowledge of livestock herding communities in the Horn of Africa. It discusses knowledge heritage and sovereignty through the presentation of valid empirical evidence, and its subsequent relevance in nurturing sustainability of knowledge systems to enhance lives of pastoralists in Africa and beyond.’ Samuel Tefera PhD, Assistant Professor and Asian Desk Coordinator at the Centre for African and Oriental Studies, Associate Dean for Research and Technology Transfer, College of Social Sciences, Addis Ababa University ‘The author has worked with our Beni-Amer pastoral communities in Eastern Sudan and Western Eritrea for over 30 years and this book is the first of its kind in documenting our practices, knowledge systems, heritage and way of life.’ Mustafa Faid and Mohamed Ali, Leaders of the of the Pastoral and Environmental Association Kassala State (PEAKS) ‘A riveting and rare book! Zeremarian Fre guides you along the sandy [dusty] tracks and grassy pastures that the Beni-Amer and their herds have been softly tracing over time all through the Horn of Africa. One of the virtues of the book is that it illustrates vividly and in clear language how their continuous self-built endogenous knowledge on agro-pastoral life is not only at the core of their survival and the survival of their herds, but more importantly a powerful weapon in facing and resisting multiple aggressions . . . Ground-breaking and a huge achievement.’ Yves Cabannes, Emeritus Professor of Development Planning,, The Bartlett Development Planning Unit, UCL ‘The book underlines the importance of enriching and utilizing the unrecognized, yet valuable scientific knowledge and practices that are deeply rooted in pastoral traditional expertise about their own environment and breeding practices. It is an important publication that reflects Dr Fre’s expertise and long term research in the region and thus, it is a significant addition to the African library.’ Hala Alkarib, Director of the Strategic Initiative for Women in the Horn of Africa (SIHA) ‘This fascinating book not only gives a unique insight into the knowledge and practice of pastoralists in the Horn of Africa from the author’s first-hand experience, it also provides an incisive critique of the multiple dimensions of knowledge, paying tribute to the sovereignty of indigenous knowledge. It has a timely relevance for global sustainability that will appeal to a wider readership.’ Nicole Kenton, International Development Consultant, former long serving senior staff member of the International Institute for Environment and Development (IIED) ‘The book covers several intertwined issues relevant to contemporary development policy and practice. It goes beyond the rural-urban and peasant–nomadic livelihoods dichotomy by shedding more light on the inter-linkages within the multiple livelihood systems within the Horn of Africa and globally. A rich evidence-based resource for academics, development partners and social movements for promoting and designing state policies that embrace pastoralist aspirations.’ Bereket Tsegay MA, PhD candidate, Pastoral and Environmental Network in the Horn of Africa (PENHA) ‘Dr Zeremariam Fre has done a wonderful job of placing at the centre of this book the Beni-Amer pastoralists, the world they inhabit and the knowledge they use to navigate and thrive in it. The lessons contained in this book go beyond pastoralism; it is a must read for anyone serious about understanding the importance of located knowledge in the innovation and development process.’ Yusuf Dirie, PENHA Research Fellow and PhD researcher at the University of Sussex
Book Synopsis Knowledge Sovereignty Among African Cattle Herders by : Zeremariam Fre
Download or read book Knowledge Sovereignty Among African Cattle Herders written by Zeremariam Fre and published by UCL Press. This book was released on 2018-06-20 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Beni-Amer cattle owners in the western part of the Horn of Africa are not only masters in cattle breeding, they are also knowledge sovereign, in terms of owning productive genes of cattle and the cognitive knowledge base crucial to sustainable development. The strong bonds between the Beni-Amer, their animals, and their environment constitute the basis of their ways of knowing, and much of their knowledge system is built on experience and embedded in their cultural practices. In this book, the first to study Beni-Amer practices, Zeremariam Fre argues for the importance of their knowledge, challenging the preconceptions that regard it as untrustworthy when compared to scientific knowledge from more developed regions. Empirical evidence suggests that there is much one could learn from the other, since elements of pastoralist technology, such as those related to animal production and husbandry, make a direct contribution to our knowledge of livestock production. It is this potential for hybridisation, as well as the resilience of the herders, at the core of the indigenous knowledge system. Fre also argues that indigenous knowledge can be viewed as a stand-alone science, and that a community’s rights over ownership should be defended by government officials, development planners and policy makers, making the case for a celebration of the knowledge sovereignty of pastoralist communities Praise for Knowledge Sovereignty Among African Cattle Herders ‘This book greatly contributes to the limited literature on theoretical discourses and practices on indigenous knowledge of livestock herding communities in the Horn of Africa. It discusses knowledge heritage and sovereignty through the presentation of valid empirical evidence, and its subsequent relevance in nurturing sustainability of knowledge systems to enhance lives of pastoralists in Africa and beyond.’ Samuel Tefera PhD, Assistant Professor and Asian Desk Coordinator at the Centre for African and Oriental Studies, Associate Dean for Research and Technology Transfer, College of Social Sciences, Addis Ababa University ‘The author has worked with our Beni-Amer pastoral communities in Eastern Sudan and Western Eritrea for over 30 years and this book is the first of its kind in documenting our practices, knowledge systems, heritage and way of life.’ Mustafa Faid and Mohamed Ali, Leaders of the of the Pastoral and Environmental Association Kassala State (PEAKS) ‘A riveting and rare book! Zeremarian Fre guides you along the sandy [dusty] tracks and grassy pastures that the Beni-Amer and their herds have been softly tracing over time all through the Horn of Africa. One of the virtues of the book is that it illustrates vividly and in clear language how their continuous self-built endogenous knowledge on agro-pastoral life is not only at the core of their survival and the survival of their herds, but more importantly a powerful weapon in facing and resisting multiple aggressions . . . Ground-breaking and a huge achievement.’ Yves Cabannes, Emeritus Professor of Development Planning,, The Bartlett Development Planning Unit, UCL ‘The book underlines the importance of enriching and utilizing the unrecognized, yet valuable scientific knowledge and practices that are deeply rooted in pastoral traditional expertise about their own environment and breeding practices. It is an important publication that reflects Dr Fre’s expertise and long term research in the region and thus, it is a significant addition to the African library.’ Hala Alkarib, Director of the Strategic Initiative for Women in the Horn of Africa (SIHA) ‘This fascinating book not only gives a unique insight into the knowledge and practice of pastoralists in the Horn of Africa from the author’s first-hand experience, it also provides an incisive critique of the multiple dimensions of knowledge, paying tribute to the sovereignty of indigenous knowledge. It has a timely relevance for global sustainability that will appeal to a wider readership.’ Nicole Kenton, International Development Consultant, former long serving senior staff member of the International Institute for Environment and Development (IIED) ‘The book covers several intertwined issues relevant to contemporary development policy and practice. It goes beyond the rural-urban and peasant–nomadic livelihoods dichotomy by shedding more light on the inter-linkages within the multiple livelihood systems within the Horn of Africa and globally. A rich evidence-based resource for academics, development partners and social movements for promoting and designing state policies that embrace pastoralist aspirations.’ Bereket Tsegay MA, PhD candidate, Pastoral and Environmental Network in the Horn of Africa (PENHA) ‘Dr Zeremariam Fre has done a wonderful job of placing at the centre of this book the Beni-Amer pastoralists, the world they inhabit and the knowledge they use to navigate and thrive in it. The lessons contained in this book go beyond pastoralism; it is a must read for anyone serious about understanding the importance of located knowledge in the innovation and development process.’ Yusuf Dirie, PENHA Research Fellow and PhD researcher at the University of Sussex
“The wise man knows he doesn’t know. The fool doesn’t know he doesn’t know.” Lao Tzu “In the West they only respect experts. But the expert mind is the closed mind.” Shunryu Suzuki What’s the most important step in fixing a puncture? It isn’t jacking up the car, or taking the wheel off, or finding the puncture. There’s something more fundamental than any of those. Something without which you can’t even begin to fix a puncture. The most important step is finding out you’ve got a puncture. Without that you can’t do anything. Instead of saying, “It’s just a bit bumpy, must be the road,” and carrying on, you must acknowledge that something has changed and you don’t know what that is. If you don’t admit you don’t know what’s happening, you can never find out. If you don’t find out, you can never change it. The most important step, always, is admitting you don’t know. That’s the power of ignorance. In this latest collection of real-life stories, Dave Trott provides lessons about problem solving and creative thinking that can be applied in advertising, business, and the wider world. With his trademark wit, wisdom and critical eye, he shows how great problem solvers and creative thinkers are those who are not afraid to say “I don’t know.”
Book Synopsis The Power of Ignorance by : Dave Trott
Download or read book The Power of Ignorance written by Dave Trott and published by Harriman House Limited. This book was released on 2021-02-09 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: “The wise man knows he doesn’t know. The fool doesn’t know he doesn’t know.” Lao Tzu “In the West they only respect experts. But the expert mind is the closed mind.” Shunryu Suzuki What’s the most important step in fixing a puncture? It isn’t jacking up the car, or taking the wheel off, or finding the puncture. There’s something more fundamental than any of those. Something without which you can’t even begin to fix a puncture. The most important step is finding out you’ve got a puncture. Without that you can’t do anything. Instead of saying, “It’s just a bit bumpy, must be the road,” and carrying on, you must acknowledge that something has changed and you don’t know what that is. If you don’t admit you don’t know what’s happening, you can never find out. If you don’t find out, you can never change it. The most important step, always, is admitting you don’t know. That’s the power of ignorance. In this latest collection of real-life stories, Dave Trott provides lessons about problem solving and creative thinking that can be applied in advertising, business, and the wider world. With his trademark wit, wisdom and critical eye, he shows how great problem solvers and creative thinkers are those who are not afraid to say “I don’t know.”
The remarkable story of Sandra Day O’Connor’s family and early life, her journey to adulthood in the American Southwest that helped make her the woman she is today: the first female justice of the U.S. Supreme Court and one of the most powerful women in America. “A charming memoir about growing up as sturdy cowboys and cowgirls in a time now past.”—USA Today In this illuminating and unusual book, Sandra Day O’Connor tells, with her brother, Alan, the story of the Day family, and of growing up on the harsh yet beautiful land of the Lazy B ranch in Arizona. Laced throughout these stories about three generations of the Day family, and everyday life on the Lazy B, are the lessons Sandra and Alan learned about the world, self-reliance, and survival, and how the land, people, and values of the Lazy B shaped them. This fascinating glimpse of life in the Southwest in the last century recounts an important time in American history, and provides an enduring portrait of an independent young woman on the brink of becoming one of the most prominent figures in America.
Book Synopsis Lazy B by : Sandra Day O'Connor
Download or read book Lazy B written by Sandra Day O'Connor and published by Random House Trade Paperbacks. This book was released on 2003-04-08 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: The remarkable story of Sandra Day O’Connor’s family and early life, her journey to adulthood in the American Southwest that helped make her the woman she is today: the first female justice of the U.S. Supreme Court and one of the most powerful women in America. “A charming memoir about growing up as sturdy cowboys and cowgirls in a time now past.”—USA Today In this illuminating and unusual book, Sandra Day O’Connor tells, with her brother, Alan, the story of the Day family, and of growing up on the harsh yet beautiful land of the Lazy B ranch in Arizona. Laced throughout these stories about three generations of the Day family, and everyday life on the Lazy B, are the lessons Sandra and Alan learned about the world, self-reliance, and survival, and how the land, people, and values of the Lazy B shaped them. This fascinating glimpse of life in the Southwest in the last century recounts an important time in American history, and provides an enduring portrait of an independent young woman on the brink of becoming one of the most prominent figures in America.
With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
Book Synopsis Brands and Branding by : Rita Clifton
Download or read book Brands and Branding written by Rita Clifton and published by John Wiley & Sons. This book was released on 2009-04-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
Book Synopsis Ride for the Brand by : Red Steagall
Download or read book Ride for the Brand written by Red Steagall and published by Students, Texas A and M U.; 44. This book was released on 1993 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt:
