I love headlines like the one above. How can you resist not reading. It's like looking down at a gallon of milk past its expiration date – your gripping hand brings it close to your nose. No difference. We know what we are about to read/smell won't be good for our senses.
"Branding is Dead" is the new book from Jonathan Salem Baskins in which he argues that, you guessed it, 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 "live richly" billboards didn't prompt a single new account. United Airlines' animated TV commercials didn't fill more seats on airplanes."
Best of all, we've got multimedia:
My book is on its way and I will keep you posted.
Great to hear from you both. No, not writing a book (not about branding anyway) but purchased this one and it is on its way.
Abby, I think what is dead is trying to “create” brands as logos or statements and thinking that will be enough. I agree though, brands – those created and applied by consumers – will be with us for a long time…
What is Greyhound or Next’s brand??
wait, huh? what! are you serious about writing a book?
I don’t believe branding is dead. Look at apple… no real data to back this up though.