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Jonathan Salem Baskin

Thought-Leader on Privacy and Innovation

Jonathan Salem Baskin
Travels From Travels From:
Chicago, IL, USA
Speaking Fee Speaking Fee:
Live Event: $10,000 - $20,000
Virtual Event: $5,000 - $10,000
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Categories Categories:
Categories Categories:
Authors, Business, Business Growth, Business Leadership, College, Computer Science, Creativity, Customer Experience, Data, Disruptive Thinking, Entrepreneurship, Innovation, Marketing, Sales, Social Media, Thought Leadership
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Jonathan Salem Baskin Biography

Jonathan Salem Baskin started in the marketing business in high school, working at ad and PR agencies while his friends bagged groceries and delivered pizzas. In college, while he pursued his degree in English literature, led the student judiciary and played in a punk rock band, he started a company to help local businesses create ad campaigns.

After graduation, he gravitated to New York working first at Edelman Worldwide and then at Grey Advertising where he won the PRSA's highest honor, the Silver Anvil. At 26, he was named the youngest EVP in Grey's history. Relocating to the West Coast in 1989, Baskin was promoted to chief operating officer of Grey's Los Angeles office, where he led the communications strategy for the launch of Nissan's Infiniti car division.

Baskin shortly thereafter moved "in-house," joining Nissan to establish its first public affairs operation for North America. He lead the company's first integrated marketing campaign for the Nissan Altima, spearheaded its foray into alternative fuels racing by solar vehicles in partnership with M.I.T. and he created Nissan's corporate ad campaign "Built for the Human Race." Baskin spoke often on emergent brand marketing issues, such as "e-Marketing," to audiences at the Conference Board and Association of National Advertisers. He was not yet 30.

Baskin then moved to Columbus, Ohio, to serve as director of communications for Limited, Inc. (which owned such well-known brands as Victoria's Secret, Abercrombie & Fitch and Bath & Body Works). He invented the company's first television network for communicating with its 100,000+ employees ("LTV"), pioneered brand-relevant actions on product sourcing (sustainable supply chain) and testing and participated in the development of the company's first online fashion webcasts. Recruited away to lead Blockbuster's worldwide marketing communications efforts, he spearheaded the company's repositioning as a retailer of diversified entertainment content, adapting everything, from its awards program (The Blockbuster Awards) to store signage in support this new brand strategy.

Returning to Chicago in 2000, Baskin led creative development for a technology marketing firm and then the visual design department for a systems integrator called Inforte. In 2003, he established Baskin Associates, Inc. and forged a network of 12 consultants across four continents to help clients translate their business strategies into brand plans that involved more than words and images. While the client list remains confidential, Baskin has partnered with many of the world's leading brand names.

Baskin speaks around the world to groups of corporate leaders, marketers and all-company audiences. His first book, "Branding Only Works on Cattle" (2008) is both a synthesis of his thinking and an entertaining, hands-on guide to creating and delivering a radically new model of brand. His second book, "Bright Lights & Dim Bulbs: The Year in Marketing Buzz, Brilliance & Buffoonery" (2010 Edition), collected many of the decade's best (and worst) marketing ideas. He has also released "The Histories of Social Media," "Tell The Truth: Honesty Is Your Most Powerful Marketing Tool," and his latest, "A Thousand Words: Why We Must Fight the Tyranny of Brief, Vague & Incomplete."

He devotes his personal time to his family and to creating music in his basement digital studio.

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Speaker profile last updated by AAE Talent Team on 05/17/2024.

Jonathan Salem Baskin Speaking Topics

  • If You Have to Say You’re Innovative, You’re Probably Not

    Innovation has become a buzzword used so often that it as lost most meaning; worse, recent research suggests that consumers are uncomfortable with the term anyway. Despite this confusion, most businesses innovate all the time, but simply don’t have the perspective or communications tools to unlock that latent value. Jonathan works with companies to weave those efforts into a coherent program of proof, not declarations—Arcadia calls it an Innovation Narrative—that communicates purpose, credibility, and relevance to external and internal stakeholders. He makes the case for this approach, and maps how to make it happen.

  • Privacy Design: From Compliance to Competitive Advantage

    There is a perfect storm brewing over privacy. Businesses collect vast amounts of data, and rely on it for their future profitability, just as criminals actively try to steal it, and governments get more involved in regulating it…and consumers become more distrustful and uncomfortable will their privacy being the raw resource of this complex marketplace. There is a need and opportunity to rethink how privacy is defined and communicated and, thereby, make it a tool for competitive advantage. Jonathan uses his latest research and client experience to describe what a privacy design regime would look like, and give the how-to for businesses and institutions to deliver it.

  • How to Create Sustainable Corporate Reputations

    It’s common belief that a negative event can damage corporate reputation, and that the only way to prepare for such surprises is to have a PR plan at the ready. Baskin has studied data on 7000+ public companies over 10 years, and developed statistically reliable models that reveal most negative events aren’t really surprises, and that PR responses have little (if any) impact on them. The good news is that the likelihood of a crisis can be controlled by internal transparency and good governance. He shares specific case histories of what works, why, and how those insights can be applied to any company’s operations.

  • Social Media, the Next Story

    Now that the social revolution is over, the challenge for brands is to find new and compelling ways to engage with consumers who are busier, more critical, and less interested than ever before in what brands have to say. Baskin, a regular columnist for America’s Forbes and Advertising Age magazines, has studied brand engagement for years, and can specify what works, what doesn't, and where brands should invest their money going forward. This insightful presentation playfully challenges the conventional wisdom, and yields actionable conclusions for better social engagement.

  • The Innovation Trap

    After years of being scolded for not innovating enough — and watching startups celebrated as the engines of disruption — established companies are beginning to realize that innovation was a trap from which they had little chance to successfully escape. Baskin spends his days as a managing director of Chicago’s oldest and most successful tech entrepreneur venture collaborative, and can show how big companies are learning to innovate on their own terms…and take tech startups with them.

  • The Coming Privacy Crisis

    Consumers are mostly unaware of the breadth and depth to which their once private data are being used by companies to not only serve them, but predict and then direct their online behaviors. Businesses have done little to bridge this gap in understanding, and consumers’ reaction once they find out could dwarf the uproar over the Snowden/NSA revelations. Baskin uses the latest research and evolving content for his next book to recommend ways businesses can help preclude this crisis, and how doing so can strengthen customer relationships on a highly topical issue.

Jonathan Salem Baskin Books

  • Branding Still Only Works on Cattle: A New Model for Brands in the 21st Century
    Branding Still Only Works on Cattle: A New Model for Brands in the 21st Century
  • Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)
    Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)

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  • What topics does Jonathan Salem Baskin speak about?

    Jonathan Salem Baskin is a keynote speaker and industry expert whose speaking topics include Authors, Business, Business Growth, Business Leadership, College, Computer Science, Creativity, Customer Experience, Data, Disruptive Thinking, Entrepreneurship, Innovation, Marketing, Sales, Social Media, Thought Leadership.

  • Where does Jonathan Salem Baskin travel from?

    Jonathan Salem Baskin generally travels from Chicago, IL, USA, but can be booked for private corporate events, personal appearances, keynote speeches, or other performances. For more details, please contact an AAE Booking agent.

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Jonathan Salem Baskin is a keynote speaker and industry expert who speaks on a wide range of topics such as If You Have to Say You’re Innovative, You’re Probably Not, Privacy Design: From Compliance to Competitive Advantage, How to Create Sustainable Corporate Reputations , Social Media, the Next Story , The Innovation Trap and The Coming Privacy Crisis. The estimated speaking fee range to book Jonathan Salem Baskin for your event is $10,000 - $20,000. Jonathan Salem Baskin generally travels from Chicago, IL, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Don Peppers, Igor Beuker, David Weinberger, Mike Walsh and Tim Sanders. Contact All American Speakers for ratings, reviews, videos and information on scheduling Jonathan Salem Baskin for an upcoming live or virtual event.

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