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Woodrow Wilson on identity

"Absolute identity with one's cause is the first and great condition of successful leadership."

Here's a link to my new article, The Brand Identity Delusion.  I hope you enjoy it.  And if not, at least I hope it makes you think.  Do let me know your thoughts.

Note: I also send out my articles with a short email of random thoughts about business, brands and marketplace success.  If you are interested in being added to its list of subscribers, simply enter your email in the box in the column to the right of this post titled "Occasional updates" (scroll down a bit).


Posted August 10, 2007
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Tracked on Aug 10, 2007 9:39:43 PM

Comments

Tom,

Another homerun (you're putting Barry Bonds to shame).

Outward, good. Inward, bad. Got it.

Posted by: Bill Gammell | August 10, 2007 at 05:28 PM

Excellent point. Making people feel good about themselves is the prime function of selling. It's emotional - not logical. As a mentor of mine once asked me - are they buying *from* you or are you selling *to* them?

PS - I wonder if your spelling of GEICO as "GEIKO"was a slap shot at the little British lizard they use. I prefer the cavemen - rather be hip than a reptile! :)

Posted by: Jeff | August 11, 2007 at 06:58 AM

Thanks Bill and Jeff. I really appreciate it. And Jeff, thanks for the heads up. It was a typo (fixed now). :)

Posted by: Tom Asacker | August 11, 2007 at 07:26 AM

Tom,

Nicely done! Customers need to be able to envision how life will be improved, changed, different, and/or better by using a company's products. It's all about WIIFM (What's In It For Me), from the customer perspective.

Thanks for the article.

Ardath

Posted by: Ardath Albee | August 11, 2007 at 02:17 PM

Hi Ardath. Agreed. And more importantly, what does the WIIFM tell me about me? Thanks.

Posted by: Tom Asacker | August 13, 2007 at 08:16 AM

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