Tom Asacker: George Santayana on chaos

George Santayana on chaos

"Chaos is a name for any order that produces confusion in our minds."

The unprecedented creation of, and access to, information - combined with our desire to multitask and "chunk" information - may be quickly moving us to a state of chaos. I came to this realization while picking up a package at the post office this morning. As I was saying my goodbyes to the staff, one of them remarked, "Wow Tom. Why didn't you tell us that your book sold 21 million copies?"

I smiled. "Are you sure it didn't say 21 copies?" I asked. "Nope. We read it right. You also made some kind of wise ass comment about the post office." Oops.

When I returned to my office, I went on a Google hunt to find the source of this misinformation. I found it in the following interview with Jacobs Media from 2005.

Around this time last year, Fred Jacobs of Jacobs Media asked me to participate in his "Ten Questions with" feature on his website. Here's what I had to say then, which is exactly what I'd have to say now. You'll find the 21 million sold comment and my post office knock in my answers to questions 3 and 8.

Our Summit guests last year were treated to a stellar performance from Tom Asacker, whose rants and observations on branding and marketing are priceless. Tom is the originator of "Sandbox Wisdom," and never fails to challenge, stimulate, and question conventional marketing wisdom. Over the past year, Tom has spoken to several radio groups, and shares his outsider's view of our business in our "Ten Questions With . . ." feature.

1. Many of the people reading this have read all the marketing and branding books at Border's. Talk to us about your approach and how it differs from the cacophony of advice everyone reads.

I’ve read them all as well. And the simple answer is that most treat brand as a noun and marketing as some kind of mind manipulating activity. To their dated way of thinking, brand is a fixed essence that is strengthened by consistency and bludgeoning people with messages. You know, let’s utilize the media to own the space that our product or service occupies between our prospects ears. That way, when they're ready to buy they think of us first. That’s bullshit!

My approach is to viscerally understand brand as a verb. Today’s marketplace is evolving at breakneck speed in all categories. You can’t predict where it’s going. You must be on the trip with your audience. Catch their wave and stay tuned in and turned on to their changing fears, hopes and dreams. Your brand should be like a beacon, which inspires and guides them, and a life preserver that comforts them.

2. Why is word of mouth so important even though most marketers continue to use traditional advertising approaches?

In a word: believability. We believe and trust people who are like us and, frankly, most advertisers are nothing like us. That being said, great advertising will always be an appropriate medium for products and categories where customers willingly suspend disbelief. Products like cars and jewelry, which if we really think about it, don’t actually turn us into sexy beasts. And commodities like beer and clothing. Do they really define me as a human being? Not really. But hey, I need to have a little fun and get lost in this crazy world. So go ahead . . . manipulate me. Right?

3. What's the best example of word of mouth you've seen lately?

Probably this posting, which highlights my philosophies and my new book. [Laughs] Truly, the most successful example that comes to mind is Baptist minister Rick Warren’s book The Purpose Driven Life. Since its release in October 2002 it has sold over 21 million copies, driven primarily through word of mouth within the church walls.

4. Why is top of mind awareness not as important as we think?

Simple. There’s an old Wall Street saying, "To know and not to do is not to know." It also applies to this notion of TOMA and unaided recall. Just because I have knowledge of something doesn’t mean that I desire it. Hell, cancer has a lot of awareness, but no one wants it! Branding is all about creating something that is truly desirable. Something that people will go out of their way for, pay a premium for, and tell their friends about.

Try it with your friends. Ask them to name the first brand that comes to mind when you say . . . Pizza. They’ll likely name Dominoes or Pizza Hut. Then ask them where you should go to buy a great pizza. Different answer. Right? For me, it’s Sal’s on South Willow Street.

5. You've done a lot of work in radio, speaking to many different groups. What's the one area where radio people could really improve?

It’s right in front of their collective noses. They should be more like the artists they showcase. Be real! Be creative. Have some attitude. Some mojo! Stop trying to be clever and funny. Let the funny people be funny. Stop copying others. Be authentic. And never sell out.

6. And what's the one area where radio tends to do the right thing?

When they do it right . . . relevant content. Whether it’s hot new artists, local happenings, breaking news or a well told story. But it must be relevant to their audience’s particular "world," whether said world is sports, business, a particular genre of music, intellectual curiosity, or even community connection. Radio has gotten themselves in the same mess as the FMCG (fast moving consumer goods) companies. They’ve turned their focus to pleasing the customer (e.g. Wal-Mart) and their investors, and have lost the crucial connection to their audience.

7. It seems like every time you turn on the TV, advertisers are using Rock/Classic Rock songs as their soundtracks. From Buick ("Dream On") to Pontiac ("Should I Stay...") to the U.S. Postal Service ("Fly Like An Eagle") are using big songs. Good thing or bad thing for them? And how does this impact stations that specialize in this music? Or does it?

Ahhh, nostalgia. Sure, nostalgia sells. But great music will never sell lackluster products. Neither will celebrities. Again, the key is to be real. Rock music to a rock audience. Rock music with a rockin’ product. C’mon. Have you been to the Post Office lately?

8. How should radio stations approach their Web sites - as an extension of their brand, as a way to integrate visuals with their audio, as a way to sell music - all of these things or none of these things?

Whether they like it or not, everything the station does or touches becomes a representation of their brand. So I’d use the website as a vehicle to make deeper, more relevant connections to their audience. That being said, the sky’s the limit. There’s potential for everything from blogs to free content download to selling music and merchandise to games and contests to listener participation in content development. As long as the station’s attitude – its brand - stays front and center, I’d go as deep as possible. It’s not simply about making a buck. It’s about being a larger part of their audience’s lives.

9. Most products don't have a voice or celebrity. Most radio stations have both. How should we be better using them?

First, make sure that the "voice" is authentic. Then, make sure that it resonates with the audience. Ask yourself: does our "voice" mirror the collective voice in the heads of our listeners? Do they think that we’re like them? That we understand them? That we care what they care about? That we feel their pain? Laugh at their type of humor?

10. Every radio station has direct competition from up or down the dial, not to mention the many "outside" media challenges. How important should product differentiation be in our planning process?

Wealth creation is all about exclusivity. It’s about having plenty of customers with unique desires and few competitors who can satisfy those desires. Radio must honestly ask itself: can my customers (marketers) effectively connect with my audience (listeners) via competitive sources. If they can, your station is a commodity product destined for commodity pricing. To move out of the commodity trap, radio must change its business model to create an exclusive value proposition. One that links listeners, marketers and talent in a tightly woven, seamless and symbiotic relationship. It’s about innovation and collaboration. It takes insight and guts.

11. Bonus question: Many stations enter a key ratings period with a limited amount of money to spend. The debate often rages about whether to spend it on TV/billboards, contesting, or perhaps throwing an event like a concert. Thoughts?

Yeah. Hire someone to come in and shake up the status quo. Someone who can infuse the organization with new energy and new ideas. Because the goal is to come up with creative ways to get people to tune in. To try it! Then, if the experience turns them on, they’ll be back. It’s as simple as that! Hey! I’m available. ;)

Thanks!