I can't tell you how honored I was to get a call from noted author, Rohit Bhargav, http://rohitbhargava.typepad.com/weblog/, who heard about www.SCOTTEVEST.com's success of creating a new brand, with personality. SeV is featured as a case study on how companies can succeed by having a clear personality. The book is called "Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back". It is available on pre-order from Amazon at the link above. The description is shown below.
I have one being sent to me, and I will let you know my thoughts. While searching in Amazon, I discovered that SCOTTEVEST is mentioned in no less than 20 textbooks, plus this one and some others I am aware of. It is awesome to think that an idea I had precisely 7 years ago has generated this much interest. I never thought it would be this much fun, and as those who know me well, this sure beats practicing law. I am considering writing my own book, tentatively titled, "Escape from the Law". I am just kidding, I think ....
Book Description
Marketing expert, social media guru, and mega-trendsetter Rohit Bhargava explains how faceless companies don't work anymore. In a world where consumers have more access to information than ever, and more power to share their voice...a brand's identity is no longer controlled through marketing and advertising. In this new era, what you say your brand stands for is no longer good enough. What you demonstrate to your customers matters most. This is the power of your personality. Personality Not Included is an essential guide for brands on putting back the missing ingredient in their marketing to build loyal customers, foster consumer (and employee) evangelists, and create a connection that goes beyond profit. The future of business requires new authenticity. Personality is the secret weapon that brings authentic brands to life.
About the Author
Rohit Bhargava is SVP of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, one of the world's largest marketing and communications agencies. He authors the award-winning Influential Marketing blog, is a sought after marketing speaker and has been featured in media worldwide including The Wall Street Journal, Marketing China and BrandWeek. Read about Rohit's latest updates and appearances at http://rohitbhargava.typepad.com/weblog/
2 comments:
I am not sure large multinational corporate entities have a "personality". Like a pet animal, it usually takes on the aspects of its owner. In the case of American Companies, its sure not us, the stockholders. An example of Bear stearns: the CEO's will keep their assets while the investors take the shaft.
Did Bear Stearns have a personality attached to the buying of non conforming sub-prime mortgages. Greed, perceived need and ego usually drive these type of actions. Psychologists could call this a deviant or borderline personality; maybe a narcissist: malignant narcissism. It is an all consuming need for something, something everyone needs. But the narcissist must have it all, resulting, in mind at least, that they must take it and hoard or spend it on impressing the people they hate.
So where is the "personality". Persona in Greek means, basically, the mask which the players put up to describe their character. Is this the Orwellian "group" think or double think (thinking two opposites that seem to be equal). We are just learning about our plastic brain and neurological genius such as Oliver Sacks, M.D. at Columbia are at the cutting edge but the edge is not as Sharp as it should. But if we say it enough and believe it, then war becomes peace and opposites hold true--which may be true in quantum physics but not in business where integrity and ethics are in short supply. Everyone wants to be ultra-wealthy, be part of an elite club and ignore the rest. Mark Twain said it best when he wrote: "God must have loved the common man. He made so many of us".
Should we require the board members go to the Minnesota Multi-phasic Personality Test to be determined psychologically well enough to govern the corporate. Do we put MRI's on their brains to make sure they are not committing thought crimes in their "new personalities"? The only thing I am sure of after reading Tofler, Gringrich McLuan,and Kahn, all futurists, is that the future will be nothing like the past. The personality change for corporations will not do anything significant.
The reason the Egyptians removed the brain of mummies was that they thought inflammation and phloem were born their. The heart was kept separate due to feelings and personality being resident there. Maybe heart transplants from good souls into the bodies of the evil could achieve the desired personality switch. I doubt it. Next I have to discuss intention and I am tired..time for a peraonality change..maybe something in mother nature green.
Wow! That makes you think... I agree with much of what you said, and hope that SeV's personality matches the better parts of my personality. An employee a long time ago asks me if SeV was an animal, what would it be? I thought this was the silliest question I ever heard, but I have been thinking about it for years. I can't decide what characteristics SeV shares with any particular animal.
This is a very thought provoking topic.
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