Branding only works on cattle - Jonathan Salem Baskin - książka wyd. 2008

Opis

In late 2008, a book about the crisis in marketing called Branding Only Works on Cattle predicted:Burger King's creepy mascot wouldn't do anything: it has since lost share, got sued for wasting marketing funds, and its top marketer quit.

Gap's heavy expenditures on charity couldn't keep its customers buying, and sure enough its sales sank as fast as every other retailer.

Harley Davidson's mammoth brand value wouldn't help it sell bikes. It recently announced a 71% drop in profits on severely lagging sales.