Branding Only Works on Cattle

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The anti-Hidden Persuaders. Clearly, Mr. Baskin's onto something, and it's something big and important, probably most easily defined as the need for the marketing world to stop hiding behind fluffy notions of 'brand' and start showing what it can do in more tangible terms. This is thought-provoking stuff and better than the other tracts I've read that riff on marketing's flaws." - JONAH BLOOM, EDITOR, ADVERTISING AGE