Luncheon Aboard Queen Mary 2 with Author Jonathan Salem Baskin
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Dear Members and Friends:
I am delighted to extend a very special invitation for you to join us aboard Cunard Line’s flagship Queen Mary 2, the grandest ocean liner in the world, as the company generously hosts a luncheon in the ship’s Todd English restaurant on Friday, November 21. Cunard is a founding member of The Luxury Marketing Council.
It is with sincere thanks and appreciation to Cunard that we offer our members this unique opportunity. If you have not yet stepped onboard the already legendary liner, this is surely an experience not to be missed! You will enjoy Queen Mary 2’s sumptuous surroundings, renowned White Star Service™, elegant and sophisticated style, typifying the new Golden Age of Ocean Travel and a truly civilized adventure.
We are also excited to announce that Jonathan Salem Baskin, the author of Branding Only Works on Cattle, will be joining us to share some interesting insights into building stronger brands. Jonathan does a great job of bringing intelligent thought and humor to his book and we will have copies available for purchase.
As I'm sure you can appreciate, this is not a typical event venue. In order for each visitor to board the ship, we kindly ask guests to provide required security information in advance, as detailed in the RSVP link. The guest list will be firmly closed as of the end of day Friday, November 7th. PLEASE DO NOT DELAY IN GETTING BACK TO US WITH YOUR RSVP as attendance is strictly limited to 100 members.
Warmest Regards,
Gregory J. Furman
Founder & Chairman
The Luxury Marketing Council
(since 1994 - 850 luxury brands, 2,700 CEOs and CMOs in 27 cities worldwide)
www.luxurycouncil.com
The Luxury Marketing Council -
New York Chapter
Date:
Friday, November 21, 2008
Time:
Check in: 11:45a.m.
Disembark: 3:00p.m.
Location:
Queen Mary 2
Red Hook Passenger Terminal, Pier 12
Brooklyn, NY
To access driving directions click here
Friday, November 21, 2008
Time:
Check in: 11:45a.m.
Disembark: 3:00p.m.
Location:
Queen Mary 2
Red Hook Passenger Terminal, Pier 12
Brooklyn, NY
To access driving directions click here
Please RSVP NO LATER THAN NOVEMBER 7th by replying to rsvp@luxurycouncil.com
All guests MUST bring photo ID matching the ID used when registering for the event
In the event that your plans change we would appreciate the courtesy of a cancellation.
All guests MUST bring photo ID matching the ID used when registering for the event
In the event that your plans change we would appreciate the courtesy of a cancellation.
An Autumn Luncheon Aboard Queen Mary 2
with Author Jonathan Salem Baskin
Generously Hosted by Cunard Line
Schedule:
11:45a.m. - Check In
Reception in Todd English Restaurant
12:30p.m. - Lunch
2:00p.m. - Guided Tour of Queen Mary 2
3:00p.m. - Disembark
Return Limo transportation will be provided by Diva Limousine to destinations in Manhattan on a limited first-come first-served basis.
Queen Mary 2 is the grandest ocean liner ever built. The ship features a wide variety of suites and staterooms available in degrees of style and comfort ranging from pampered elegance to almost unimaginable luxury in the ship's famed Grill-level accommodations. Queen Mary 2 brings together like-minded travelers who relish the Cunard hallmarks of impeccable White Star Service™, fine dining, sophisticated adventure and legacy of historic voyages and transatlantic travel.
Cunard has an illustrious history of hosting royalty, society luminaries and famed entertainers with peerless cachet. Earlier Cunard “Queens” have welcomed such famous personalities as Elizabeth Taylor, Rita Hayworth, Marlene Dietrich, Bob Hope, Cary Grant, Bing Crosby, and Clark Gable. Since Queen Mary 2’s launch in January 2004, she has sailed such notable guests as Richard Dreyfuss, John Cleese, Carly Simon, Bill Conti, Tina Evans and Sir Harold Brown, Angela Basset, Uma Thurman and Terence Howard. The ocean liner has also welcomed several prominent visitors for VIP events such as Barbara Walters, Katie Couric, Donald Trump and Dame Shirley Bassey as well as such eminent visitors as Her Majesty The Queen, His Royal Highness The Duke of Edinburgh, Her Royal Highness Princess Michael of Kent, Queen Noor of Jordan, Former President George Bush, New York Mayor Michael Bloomberg and Senator Hillary Clinton.
We are also delighted to have author Jonathan Salem Baskin speaking to our group about his recent book Branding Only Works On Cattle - a clever work that should be on every marketer's radar. Jonathan's premise is that the old definitions of brand are dead, only most people can't or aren't ready to admit it yet. Marketers used to tell consumers what to think. Times were simpler, more trusting, and the technology of information was top-down - But people today are harder to find, more difficult to persuade, and near-impossible to retain. He takes a cutting look at the marketing world and provides some interesting insights for the future.
We hope that you will be able to join us, attendance is strictly limited to 100 guests and we will need to gather more information for security than our usual events, please be prepared to provide this when you rsvp to rsvp@luxurycouncil.com.
About Jonathan Salem Baskin
Jonathan Salem Baskin has 26 years+ of experience driving consumer purchases and building strong brands. He began his career at Grey Advertising in New York, where he worked on integrated marketing campaigns for such consumer products as Duncan Hines’ cookies and Joy Dishwashing Liquid. He also ran major public relations programs for Edelman Worldwide, both in New York and Los Angeles.
He received a degree in English Literature from Colby College, Waterville, ME in 1982 and currently lives with his family in Chicago, IL. Jonathan currently writes a bi-weekly column for Advertising Age’s “CMO Strategy” section, and posts five times a week on the fantastic and foolish in brand marketing on his blog, Dim Bulb.
He has led a number of marketing initiatives that crossed both digital and offline domains:
• Served as chief creative officer at a major marketing communications firm in Chicago, where he developed and led digital and offline consumer branding campaigns for GE Appliances and Oce copiers
• Led the launch weekend sellout strategy for Apple’s iMac introduction
• Ran the digital experience design group at a major systems integration consulting firm
• Developed Enterprise Marketing Management (“EMM”) planning for the Defense Logistics Agency (US Gov)
• Initiated web marketing and customer data management development work at leading brand names in consumer fashion
• Created all retail and brand marketing for the hugely successful SkipDR disc repair device
• Consulted to major financial services brands on integrating marketing across service offerings
He has also held a variety of top marketing communications posts:
• The Limited Inc. -- As Director of Communications, Jonathan created and helped deliver brand campaigns for the company’s twelve retail divisions, including Victoria’s Secret, Abercrombie & Fitch, and Bath & Body Works
• Blockbuster -- Jonathan served as SVP, Corporate Relations, and he and his team developed and delivered the integrated brand communications plan to reposition the business with its core customers, while attracting new ones
• Nissan -- Jonathan created Nissan’s first North American corporate branding ad campaign as the top public affairs officer for Nissan North America, and led the development of Nissan’s first integrated marketing launch (for the Altima sedan)
He received a degree in English Literature from Colby College, Waterville, ME in 1982 and currently lives with his family in Chicago, IL. Jonathan currently writes a bi-weekly column for Advertising Age’s “CMO Strategy” section, and posts five times a week on the fantastic and foolish in brand marketing on his blog, Dim Bulb.
He has led a number of marketing initiatives that crossed both digital and offline domains:
• Served as chief creative officer at a major marketing communications firm in Chicago, where he developed and led digital and offline consumer branding campaigns for GE Appliances and Oce copiers
• Led the launch weekend sellout strategy for Apple’s iMac introduction
• Ran the digital experience design group at a major systems integration consulting firm
• Developed Enterprise Marketing Management (“EMM”) planning for the Defense Logistics Agency (US Gov)
• Initiated web marketing and customer data management development work at leading brand names in consumer fashion
• Created all retail and brand marketing for the hugely successful SkipDR disc repair device
• Consulted to major financial services brands on integrating marketing across service offerings
He has also held a variety of top marketing communications posts:
• The Limited Inc. -- As Director of Communications, Jonathan created and helped deliver brand campaigns for the company’s twelve retail divisions, including Victoria’s Secret, Abercrombie & Fitch, and Bath & Body Works
• Blockbuster -- Jonathan served as SVP, Corporate Relations, and he and his team developed and delivered the integrated brand communications plan to reposition the business with its core customers, while attracting new ones
• Nissan -- Jonathan created Nissan’s first North American corporate branding ad campaign as the top public affairs officer for Nissan North America, and led the development of Nissan’s first integrated marketing launch (for the Altima sedan)
www.baskinbrand.com
About Branding Only Works On Cattle
Consumers know too much, talk to each other too often, and expect too much reality from their deepest fantasies. The simple, inescapable fact is that people purchase goods and services, not air. We always did buy things, not ideas. Sure, we think (at least most of us), but what is discernible, understandable, and measurable is what we do. For every purchase, there’s a Donnie Darko-like trail of events that led up to it, and another chronology extending into a future of repeat purchases, or of abandonment.Connections are 24/7 and real-time, and they're based not on the imagined fantasies of branding, but the real behaviors of companies and their customers. Successful branding in the 21st Century skips thinking about Freud, and does Skinner.
Branding Only Works On Cattle is the groundbreaking new book that explodes the old myths of traditional branding, and explores a variety of the newest approaches to making your marketing more successful:
- What do today's guerrilla marketers do?
- Can Internet marketing be more than SEO?
- How could social media deliver sales?
- Might video games be a model for branding?
- Could marketing & operations work better together?
- What specific actions can you take right now?
Branding Only Works On Cattle is a rallying cry for execs, a call to action for marketers, and a game plan for agencies. It's the book you want to read before you read another branding, marketing, or business book, as it provides detailed thoughts, examples, and even to-do lists, while incorporating commentary from today's most innovative, successful business leaders.
Reviews for Branding Only Works On Cattle
"Branding expert Baskin plays the merry iconoclast in this witty guide that marshals the latest research and a good serving of common sense to debunk branding's many myths.
The author's claim that “branding is a waste of money” is likely to be controversial, but his research is sound and persuasive: he covers the failure of the Gap's Red campaign, the useless Burger King mascot, why Starbucks' success has nothing to do with branding, and he revisits Coke and Pepsi's rivalry, which culminated in their multi-million dollar dueling ads featuring Britney Spears and Christina Aguilera that had scant effect on sales. Baskin's understanding of consumer behavior is nuanced and sophisticated, as are his explanations for why branding myths have so perniciously persisted (he draws parallels between the longevity of outmoded marketing strategies and that of Ptolemy's geocentric concept of the universe). Baskin is impatient with the resources and energy poured into branding, and readers will be, too, when they realize how little it influences consumer choices—and his well-reasoned, well-written book will garner him a wide and appreciative audience. "
The author's claim that “branding is a waste of money” is likely to be controversial, but his research is sound and persuasive: he covers the failure of the Gap's Red campaign, the useless Burger King mascot, why Starbucks' success has nothing to do with branding, and he revisits Coke and Pepsi's rivalry, which culminated in their multi-million dollar dueling ads featuring Britney Spears and Christina Aguilera that had scant effect on sales. Baskin's understanding of consumer behavior is nuanced and sophisticated, as are his explanations for why branding myths have so perniciously persisted (he draws parallels between the longevity of outmoded marketing strategies and that of Ptolemy's geocentric concept of the universe). Baskin is impatient with the resources and energy poured into branding, and readers will be, too, when they realize how little it influences consumer choices—and his well-reasoned, well-written book will garner him a wide and appreciative audience. "
(Publishers Weekly)
"Jonathan Salem Baskin's "Branding Only Works on Cattle" is the anti-"Hidden Persuaders." A book that not only raises serious questions about many of the methods used by today's marketers, but actually argues that branding as most people think of it is bullshit and that its proponents couldn't get us to tie our shoelaces, much less reprogram our subconscious to buy their stuff.
The central argument here is that for all marketers' talk, man-hours and budgets, they waste a lot of time on things that don't change consumer behavior. "If we could get someone else to do things, everyone would be thin, nobody would believe in UFOs and the Soviets would have won the Cold War. And our kids would do what we want them to," argues Mr. Baskin. He goes on to punch huge holes in the textbook idea of branding, especially as he forces the reader to look at the (often conveniently overlooked) gulf that exists between all those puffy surrogate measures -- awareness, recall, likeability and so on -- and the actual decision to purchase.
This is thought-provoking stuff and better than the other tracts I've read that riff on marketing's flaws. Unlike others, Mr. Baskin doesn't conveniently heap all the blame on a particular medium -- you know, "it's all the fault of the 30-second spot." Nor does he promise the ad world a silver bullet -- "just make your products smell nice/hire our agency and everything will be OK." Instead he simply asks brand marketers to confront some home truths about the intangible and sometimes pointless nature of some of what they do -- to confront, frankly, the things that other people in their organizations probably already think about them -- and to change their notions of what brand and branding are.”
The central argument here is that for all marketers' talk, man-hours and budgets, they waste a lot of time on things that don't change consumer behavior. "If we could get someone else to do things, everyone would be thin, nobody would believe in UFOs and the Soviets would have won the Cold War. And our kids would do what we want them to," argues Mr. Baskin. He goes on to punch huge holes in the textbook idea of branding, especially as he forces the reader to look at the (often conveniently overlooked) gulf that exists between all those puffy surrogate measures -- awareness, recall, likeability and so on -- and the actual decision to purchase.
This is thought-provoking stuff and better than the other tracts I've read that riff on marketing's flaws. Unlike others, Mr. Baskin doesn't conveniently heap all the blame on a particular medium -- you know, "it's all the fault of the 30-second spot." Nor does he promise the ad world a silver bullet -- "just make your products smell nice/hire our agency and everything will be OK." Instead he simply asks brand marketers to confront some home truths about the intangible and sometimes pointless nature of some of what they do -- to confront, frankly, the things that other people in their organizations probably already think about them -- and to change their notions of what brand and branding are.”
(Advertising Age)
About Queen Mary 2
Queen Mary 2 is the most magnificent ocean liner ever built. Her every detail harkens to the Golden Age of Ocean Travel, when royalty and the most privileged once voyaged. Guests experience the bygone era while enjoying one of the most modern travel experiences on earth. From bow to stern, guests relax and unwind on Queen Mary 2’s 13 spacious decks, relish the luxury of “time” and enjoy a multitude of leisurely pursuits. Opulent public areas, extravagant dining rooms, state of the art theatres, sophisticated lounges, the largest ballroom at sea… and even the only planetarium at sea are just some of the indulgences to be discovered on board.
To truly revel in the grandeur that is Queen Mary 2, you must experience one of her legendary voyages.
To learn more about Queen Mary 2 click here.
About Diva Limousine
Unlike other chauffeured ground transportation companies Diva Limousine does not try to be all things to all people. We cater to a sophisticated clientele; corporate executives, celebrities, professional sports teams and other high net-worth individuals who demand the highest level of safe, secure and personalized chauffeured driven services.Diva Limousine understands that your needs are different, our company was built on delivering the unexpected to the expected. From the time you book your reservation to the time you reach your destination, every detail has been anticipated and seamlessly delivered. Diva Limousine is all about the “details” – we compromise nothing when it comes to our passengers and strive to continually exceed your expectations.
With corporate locations in Los Angeles, San Francisco, New York and Chicago and serving over 350 cities in 75 countries we can accommodate all of your chauffeured ground transportation needs from airport transfers to major events. And with one of the youngest and largest limousine fleets, chauffeured by the most experienced and well-trained drivers, your safety and comfort are guaranteed.
www.divalimo.com
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