Tom Asacker

Jim Autry on metaphors

"Becoming a manager has much to do with learning the metaphors; becoming a good manager has much to do with using the metaphors; and becoming a leader has much to do with changing the metaphors."

The latest issue of Brandweek magazine is called "The Results Issue."  It's filled with telling metaphors, like a picture of the fictional Bigfoot on its cover and references to TV ads as the hammer, and print and radio, the nails in the marketer's toolbox "that build a brand."

Other "tools" that are shown to provide "real, provable results" (along with photos of various devices used to perform manual or mechanical work) include: advergaming, direct mail, guerrilla, outdoor, mobile, viral marketing, podcasts, social networking, health club ads, user-generated content and word-of-mouth.

Their "results issue" totally ignores the more strategic components of brand creation, such as product and experience design, and the more challenging innovations in organizational design and distribution that improve pricing and quality. To Brandweek, and other mainstream media, marketing = communication. Don't be seduced by this metaphor. 

It is compelling, and much simpler, to view a brand as a fixed and valuable asset, like a piece of real estate.  One that simply requires protection and promotion.  Instead, today's brands should be thought of as perishable assets, like salad bars.  They are marketplace offerings, which need to be constantly reinvented and refreshed to remain relevant. Make no mistake about it. That's the metaphor change that will turn marketers into leaders.

T.S. Eliot on selves

"It is only in the world of objects that we have time and space and selves."

The marketplace is once such world, and one in which our selves are spending an increasing amount of their waking time.  Providing insight into this world, Harvard Business School doctoral candidates Katy Milkman and Todd Rogers along with Professor Max Bazerman have published a working paper that explores how two of our many metaphorical "selves" make decisions differently for the near term than for decisions in the more distant future.

They've found, through their analysis of online grocery purchase data, that people's "want-selves" take control in near term decision-making (e.g. groceries purchased for consumption tomorrow) "act[ing] on immediate, visceral desires." On the other shoulder, their "should-selves" - the ones that supposedly want to eat healthy, save money, etc. - take over the decision-making process the further into the future they project (i.e. ordering their groceries up to 5 days in advance of consumption.).

There are plenty of insights in their study for consumers, policy makers and inventory planners, but where is the big insight for marketers?  I don't really see one, other than the fact that our mind's distant future is a much more rational place than its near term future.

Watch any late night infomercial and invariably you'll hear, "But wait! If you order now, you'll also receive . . ."  Why do you think they say that?  To win over your irrational "want-self" before it gets a chance to imagine the more rational future.  Because marketers know darn well that if your "want-self" sleeps on the decision, your "should-self" will wake up wondering why it thought it needed a set of kitchen knives that can cut through shoes and beer cans.

Here's a marketing insight: stop playing the either/or marketing game and develop products that satisfy both selves.  That's what the LiveStrong brand did; it appealed to the "want-self's" desire to enhance its identity, and the "should-self's" desire to help people. Ask yourself: how can I resolve the want/should conflict inherent in my customer's decision-making calculus?  How can I appeal to the impulsive, novelty-seeking, socially-obsessed customer who also wants to satisfy his much more rational, future-self? 

John Stuart Mill on independence

"The only part of the conduct of any one, for which he is amenable to society, is that which concerns others. In the part which merely concerns himself, his independence is, of right, absolute. Over himself, over his own body and mind, the individual is sovereign."

I appreciated this sentiment from Mark Silver of the Heart of Business.  I hope you do too.  Happy 4th!

"In the States, July 4 is that famous anniversary of our country declaring independence from the British Empire. Whether that was a wise decision or not is moot, but it's certainly the occasion for a lot of celebrating over here.

Putting aside all political considerations, I like the relationship model that the US could fight a war with Britain to become independent, and not too much later turn around and be strong allies and friends.

Here's a reflection for US Independence Day: what enemies have you had in your life who are ripe for turning around and becoming friends and allies?"