CK's Blog

This marketer recommends putting down the marketing books...and picking up one about (global) markets

While I've taken it easy on the blogging beat lately, I haven't completely slacked. Fact is, I've read nearly 6 books on marketing in the last couple months. Even read Cialdin's Influence for a second time (hey, everyone needs a little refresh on the classics).

I must say that many of the reads were extremely good. But this book is the best one of '08. Yet it won't be classified as a "marketing" book. Nope, this one is about markets, specifically about the markets developing all around US--and by "us" I mean the U.S. (yep, I was dabbling in some double-entendre fun).

The book, by Fareed Zakaria, is titled "The Post-American World" and it explores not a pro-American or anti-American World, but one that is not nearly as focused on America as it has been in past decades.

Don't get me wrong, it's not a book about the fall of America, but about what Zakaria coins "the rise of the rest". Yep, there's a big world out there and many countries are making some mighty big moves--but many of us might not be understanding what globalization means, the implications or the opportunities. Even though I live in an oh-so-worldly city like New York, I've certainly been guilty of it. Here's an excerpt:

"Americans—particularly the American government—have not really understood the rise of the rest. This is one of the most thrilling stories in history. Billions of people are escaping from abject poverty. The world will be enriched and ennobled as they become consumers, producers, inventors, thinkers, dreamers, and doers. This is all happening because of American ideas and actions. For 60 years, the United States has pushed countries to open their markets, free up their politics, and embrace trade and technology. American diplomats, businessmen, and intellectuals have urged people in distant lands to be unafraid of change, to join the advanced world, to learn the secrets of our success. Yet just as they are beginning to do so, we are losing faith in such ideas. We have become suspicious of trade, openness, immigration, and investment because now it's not Americans going abroad but foreigners coming to America. Just as the world is opening up, we are closing down.

Generations from now, when historians write about these times, they might note that by the turn of the 21st century, the United States had succeeded in its great, historical mission—globalizing the world. We don't want them to write that along the way, we forgot to globalize ourselves."

As for a changing world--and a shift to several world powers versus one superpower? I don't fear it or find it daunting. Nope, I find it exciting. Then again, I love change (and disruption). I better, without changes to customers, companies, products, technologies, regulations and markets, my marketing smarts would no longer be necessary. Plus I fancy the benefits of a smaller world.

So do yourself a favor, put down the marketing books (for a little while, k?) and pick up this one...ironically, it may be some of the best marketing advice I've given you.

What do you get when you throw a room full of marketers, managers and lawyers at a brand? Not much.

I don't give a lot of book reviews but sometimes one comes along at just the right time. Like, right when I'm (passionately) prodding several of my clients and colleagues to let more of their brand's personality shine--and right when they (understandably) retort, "Give me several firm success stories as to why I should."

So it was uber nice of Rohit Bhargava to spend scores of hours writing *Personality Not Included (with tons of brand examples) to help me prove my point.

(Thanks Rohit, I do appreciate when others put in the hard yards for me.)

Here are my thoughts on varying fronts:

• Flow: I found the read conversational, packed with examples and easy-to-understand guidelines.
• Balanced: it strikes a nice balance of why personality matters even more in a social media era...but didn't harp too heavily on Web 2.0.
• Music to my ears: it was very centered on building trust--which may seem intangible but is very real when it comes to customer relationships and, yes, revenues.
• Let's get it straight from the get-go: Rohit very clearly states in the first few pages that personality is NOT a substitute for a crappy product. The goal is a great product and a personality that differentiates it. Gotta have both. Yup, both.
• True to its title: And I want to remark on the design of the book and the website. Very catchy, fun and full of personality. Bravo.

I'm interested in feedback from marketers at larger companies that are fighting to put not just a "face" but a real soul on their brands...because, let's face it, in a boardroom full of marketing strategists, marcomm execs, marketing research analysts, mangers and (cough) lawyers, it's very easy to come out with a very diluted, very dull brand.

And diluted and dull just don't reside in the same city, county or country as personality.

Lastly, I'd like to offer up some promotional suggestions for Rohit (hope they're helpful):

• Promo tactic for the book: if you're not already, you might consider giving away those cute little mohawk chick thingies (what are they called?) featured on the front cover as part of your promotional tactics.
• Ongoing promotional platform: I also recommend making a cute trophy out of your chicks--if designed well, they'd make for a darling little desktop ornament--and award them to the "Top Personality Performers." Could make for an annual contest of distinction to run at your blog with many weighing-in and voting. You might even market the awards "In recognition of the daring brands who've steered clear of the doldrums, and risen high above the din of me-too myopia." I think it could net some press coverage, be a platform for follow-up articles and be a lot of fun for readers, to boot.

Update (4/21): Valeria Maltoni provides her excellent take on the book (and views on brand personality) right here.

Disclaimer: I received the book as part of the goodie bags we gave to attendees at Blogger Social where Rohit literally lugged 90 very heavy, hot-off-the-press books in a BIG suitcase from Washington D.C. to the Big Apple. Then he had to stuff them in the goodie bags mere minutes before everyone arrived at Saturday's formal dinner. So of course I'm writing emails to Rohit saying "Thank you so much for your book donation...but, um, do be careful when you stuff the books in our carefully prepared goodie bags as we want them to stay pretty for our attendees." And he was so patient with bossy me (a zillion thanks, Rohit...your book is a tour-de-force ;-).

YOU as VIP (you BIG shot, you).

It's official: YOU are a VIP. According to Time Magazine, the Users behind "User-Generated Content" were the most important event/persons of 2006. And if you pick up a copy of the magazine you'll get to see YOU on the cover (the cover has a mylar "mirror" so as to see your reflection in).

It's a pivotal moment to see a magazine that has boasted many presidents, philanthropists and visionaries in this annual top spot recognize the impact of a lot of "little guys" and, in so doing, relay that control is no longer in the hands of the few.

Here are a few paragraphs excerpted from the article (penned by one of my faves Lev Grossman):

"But look at 2006 through a different lens and you'll see another story, one that isn't about conflict or great men. It's a story about community and collaboration on a scale never seen before. It's about the cosmic compendium of knowledge Wikipedia and the million-channel people's network YouTube and the online metropolis MySpace. It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes.

The tool that makes this possible is the World Wide Web. Not the Web that Tim Berners-Lee hacked together (15 years ago, according to Wikipedia) as a way for scientists to share research. It's not even the overhyped dotcom Web of the late 1990s. The new Web is a very different thing. It's a tool for bringing together the small contributions of millions of people and making them matter. Silicon Valley consultants call it Web 2.0, as if it were a new version of some old software. But it's really a revolution."

Folks, it's a revolution indeed--and revolutions are nothing if not messy. Even with this nod from major media, corporations will continue to have a bugger of a time ceding control to consumers and many (evil) marketers will still try to rig the system. But with a major media outlet giving this sea change its due look for a lot of companies to begin looking to us to navigate these uncharted waters. What a great time to be alive...and what a terrific time to be a marketer, eh?

P.S.: For the record, I always knew YOU were a BIG shot. But now more of the world will :-).

Fix me. Save Me. Don't let me break.

The theme of this week's marketing reads has largely revolved around fixing, saving, even breaking. Sounds pretty dismal, eh? Far from it. In fact, I want to share some hearty solutions recently contributed by our clan...

fix me: Paul McEnany started a worthy new "In the FIX" Series, with the 1st segment imploring, "We barely listen, and more often that not, become more caught up in our own dogma than our responsibility to the consumer. We work harder to preserve our way of life, rather than understanding what the consumer values most."

Ah, listening. I'm a big fan of that notion. Paul has also posted more insights through parts 2 and 3.

save me: Noah Brier provides 9 ways to SAVE marketing. Point #3 from the list exclaims, "Let go of the brand! That's not to say the brand is dead, just that we need to accept that it may be appropriate to deliver different brand identities to different groups with different needs."

Acceptance is good. And the multi-faceted positioning approach is resonating with me. We segment our customers and our messaging points, why not our positioning strategy? Good food for thought. Add your choice for #10 to his 9-point paradigm (I already added mine).

don't let me break: Paul Gillin's piece for Ziff Davis, Making It or BREAKING It with Customer Service, provides sage counsel with, "Think of the businesses you patronize that give you good customer service. What do they do right? Chances are they make a positive customer experience part of their value system. Whether it’s an efficient Web design, a helpful e-mail newsletter service, a pleasant telephone support staff, or a cheerful hello at the checkout counter, they show you that they appreciate you as a person, not just an account number."

Choices are about values...and it's obvious we've not valued customer service, for maybe decades (yikes!). As amplified by the AOl and Dell debacles, a customer-service revolution is afoot, this may be our greatest challenge in re-connecting with our customers.

Spotted any fixing, saving or breaking posts?  Do share!

Paul McEnany Noah Brier Paul Gillin

The Long Tail: Long on Value.

Since there's a ton of reviews circulating on Chris Anderson's book, The Long Tail, I'll work to keep my "chime in" brief. It's worth the time. Worth the bucks (like $18, maybe). If you liked Freakonomics, you'll love this book. Heck, even if you didn't like Freakonomics you might like it.

The book details why and how we've migrated to a market of niches--and why, amid an economy of abundance and choice, the looooong tail matters to marketers. Lots of why's and how's. So I dig it.

Chris walks us through why today's hits are missing the mark and how companies like Amazon, Google and iTunes have leveraged long-tail demand + Internet efficiencies to build strong businesses. He walks us through the genesis of long-tail economics with some interesting back stories on old timers like Sears & Roebuck.

The book's tagline, "Why the future of business is selling less of more.", pretty much says it all--and 'tis a great tag, to boot. Here's where you can buy it and here's la blog. Check out this "Day of the Long Tail" fun:

The Long Tail Chris Anderson