What Starbucks Knows About Marketing That Gillette Wishes It Knew, Too

Not long ago, The 60 Second Marketer posted an article from a terrific book by Jonathan Salem Baskin called Branding Only Works on Cattle.

In the book, Mr. Baskin says the old-school thinking about branding doesn't work anymore. The new school is that a brand is what people do with your product or service. (It's actually a little more complicated than that, but you get the idea.)

If you're interested in reading a case history from Mr. Baskin's book, you can check it out on The 60 Second Marketer website. It's called What Starbucks Understands About Branding that Gillette Wishes It Understood, Too.

Enjoy!