Jonathan Baskin: Branding Only Works On Cattle

Author & branding guru Jonathan Baskin reveals how modern consumers are harder to find, more difficult to convince & almost 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. He describes how companies affect behavior & whether via marketing communications, distribution strategies, or customer service; that is how branding is being reborn.