American Express recently issued an RFP for ways to deliver 100 percent of its online ad spend programmatically, which would mean its costs would be priced and then content served automatically based on real-time audience analyses. In other words, it would allow computers to maximize return on the most algorithmically predictable consumer behaviors. This model of robots selling to automatons was meant more to challenge agency thinking than necessarily produce actionable plans and, as one of the top 10 online ad buyers in America, it was probably a bit of a shock. It got me asking a few questions,
Jonathan Salem Baskin
I wanted to let you in on some exciting news: Jonathan Salem Baskin, author of "Branding Only Works on Cattle" and "Bright Lights and Dim Bulbs”, and CMO strategy columnist for Ad Age, has just be named the opening keynote speaker for the InterACT! conference, an educational forum for marketers, brand owners and service providers on cross-media direct marketing opportunities and strategies.
From the utility of instant communications to the search box’s boundless sense of discovery, “always-on” consumers are busy entertaining and informing themselves. Spending is taking a back seat to experiencing. Now what? Successful multichannel brands are redefining the practice of branding themselves, and leading marketers are becoming publishers—driving a continuous stream of experiences and, ultimately, purchase behavior. Here’s how they’re doing it and how you can, too.
Enthusiastic from the beginning of our conversation to the end, it was clear that Jonathan Salem Baskin didn't write a book to pad his résumé or sell a product. He wrote a book because he had something—actually, many groundbreaking things, some of which will ruffle some feathers of many brand marketers—to say.
Enthusiastic from the beginning of our conversation to the end, it was clear that Jonathan Salem Baskin didn’t write a book to pad his résumé or sell a product. He wrote a book because he had something —actually, many groundbreaking things, some of which will ruffle some feathers of many brand marketers—to say. “Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)” (Business Plus, Hachette Book Group, September 2008) came after 26 years of working in nearly every corner of the marketing communications field. Baskin currently writes a biweekly column for Advertising Age and runs his