Over my 26 year+ career as a marketing communicator, I've led a number of business initiatives to deliver the behaviors that substantiate brand, crossing departments, functions, and both digital and offline communications domains. I am consistently surprised and fascinated by the challenges and opportunities that arise from the combination of commerce, culture, experience, technology, and meaning. My book, BRANDING ONLY WORKS ON CATTLE, is an attempt to collect my observations and thoughts into a forward-looking, proscriptive tool for any business person who wants to participate in, and contribute to, the conversation about brands. I also write about it daily on my blog, DIM BULB. I have worked for a variety of companies around the world, facilitating such accomplishments as: Motivating thousands of store associates to embrace and deliver customer experiences. Making and delivering consistent brand promises for a global health & beauty retailer. Unifying design, manufacturing, and dealer resources to launch a new family car. Working with a leading computer brand to orchestrate a new product sellout. Building behavior plans enabling a government agency to be competitive. Creating CRM usage motivating programs for financial institutions. Inventing creative to engage consumers in electronics and appliance brands. Coordinating marketing, NPD, and retail presence at storefronts worldwide for a CE product line. Introducing new ways to buy products for a global beverage brand, from the UK to Australia. Since 2003, I’ve worked with a network of seasoned professionals all over to world to deliver brand-as-behavior plans (and make them happen) for clients in Europe, Asia, and North America. In my 'spare' time, I spend time with my family, write and record music, and read odd books.
Behavior is the intersection of branding and reality.
http://www.fastcompany.com/user/jonathan-salem-baskin
Author, BRANDING ONLY WORKS ON CATTLE,
Private, Consulting industryI am an author, speaker, advisor, and chief heretic.
Colby College, Maine, United States
Bachelor’s degree, 1981.
Areas of study: English Literature
Awards: Graduated with Distinction in the Major
Activities and societies: Chief Justice, Student Judiciary
Keyboards and vocals, X-IS-TENSE
