Brand Autopsy

This is the final day of Brand Autopsy’s Authors as Hawkers blog posting series. Today we feature Henry Caroselli, former creative department head at Disneyland, advertising executive refugee, and author of ... CULT OF THE MOUSE.

Author: Henry M. Caroselli
Book Title: CULT OF THE MOUSE: Can We Stop Corporate Greed From Killing Innovation in America? (Ten Speed Press)
Purchase Links: Ten Speed Press | Amazon
Website: www.cultofthemouse.com
Sample Reading: from Google Print

THE GIST [concept/purpose of the book]
HENRY CAROSELLI (HC): In CULT OF THE MOUSE, an ex-Disney creative guy takes a provocative look into what we as a country must do to reinvigorate idea generation and reestablish it, not quarterly-profit imperatives, as the top priority in American business.

The book is a homage to the innate optimism and creativity of Americans, a statement that producing fresh ideas is what we do best. It’s an investigation by an in-the-trenches creative person into the importance of ideas. More pro-business than one might expect, Caroselli argues that in any successful business model, product/service enhancement through innovation must remain paramount over profit enhancement on the next quarterly report. He exposes how easily innovation can be compromised by insular thinking and excessive greed. Sure, some greed is necessary to further the human condition––but just like too much stress, too much greed is counter-productive. As we have all learned from looking back at our best decisions in life (regarding friends, jobs, where to live, etc.), the primary driver should never be money, money, money.

Also, as a nice plus to the reader: “…the book shines with wit and insight.” (The Boston Globe, Feb. 2005)

THE AUDIENCE [marketers who’ll benefit from the book]
HC: America’s middle class. “The middling class” (as Ben Franklin liked to call them) has produced the majority of our most prolific innovators, but now those in the middle struggle to advance their ideas due to the pressures of short-term profiteering. The author brings attention to the dilemma that as America’s manufacturing base erodes, innovative thinking is now more important than ever on the global stage. Caroselli implores his readers to recognize that each of us has an important role to play in reawakening Yankee ingenuity in our businesses and supporting it in our daily lives.

THE AUTHOR [author’s qualifications]
HC: While working at Disney, Henry M. Caroselli saw a great American icon of innovation begin to lose its creative soul.

For 6 years the author headed-up a 33 cast-member Creative Division at Disneyland, during a pivotal time as the culture began to change from supporting the most vaunted creative organization on the planet to a “cult”-ure becoming enslaved to the profit god and almost antagonistic to new ideas and fresh thinking. As someone whose accountability is “to be creative,” Caroselli has enjoyed a long and successful career inside and outside of corporate America. Prior to Disney, as Senior VP, Creative Director he worked on global accounts at one of America’s largest advertising agencies and he currently runs his own entrepreneurial enterprise. In CULT OF THE MOUSE he combines this rare perspective while using Disney Enterprises, Inc. as a framework to initiate a discussion about the pitfalls of putting profit above all else.

THE KNOWLEDGE [takeaway value of the book]
HC: What really is the biggest casualty of all this greed? Idea generation and innovation.

Through insightful historical references, CULT OF THE MOUSE illustrates how America’s greatest “product” has been ideas. The argument is made that, of late, ideas have been forced to take a back seat to greed, all driven by the insatiable demands of Wall Street, leading to cost cutting, “safe-risk,” copy-cat initiatives, and quick-buck schemes. Look to any company today whose growth is merely limping along, and you’ll typically find a general lack of innovation caused by the subjugation of R&D in order to maximize short-term returns. Caroselli offers expert advice on how to reinvigorate idea generation in businesses large or small. CULT OF THE MOUSE e can act as a beacon in helping negotiate the paradigm shifts brought on by globalization.

DOWATCHALIKE [author’s free space to riff]
HC: The author loves Disney, as does most of the world––and has photos on the wall of his kids with Mickey.

Caroselli is one concerned humanoid Americanus who is worried that the world the Boomer Generation (of which he a member) is handing their kids isn’t as wonderful as the world their WWII-Generation parents plunked in their lap. CULT OF THE MOUSE discusses what most of us know, but don’t want to deal with. It’s scary to think that our Federal government is broke, our States are broke, our cities are broke, and even many of our school systems are flat broke. Leaders in America seem to be short-sightedly grabbing for the proverbial “last shrimp on the platter.” Corporate America is looking less and less at 5-year plans, instead paying star-CEOs ridiculous amounts to achieve quarterly profit imperatives––with apparent disregard for the long-term impact of such practices. Sadly, a situation exists today very similar to what was happening before the Great Depression: uneven distribution of wealth, speculation on stocks and real estate, runaway national debt, a stream of business greed scandals, and an international trade imbalance (all firmly in place on Black Tuesday, Oct. 29, 1929).

But the central point of CULT OF THE MOUSE is that if an esteemed organization like Disney has begun to compromise its creativity, shouldn’t that be a wake up call for all of American business? And shouldn’t each of us consider what we can and must do as individuals to help jump-start innovation and rekindle Yankee ingenuity? If we want our future generations to enjoy the amazing prosperity that we Americans smugly feel we’re entitled to, it’s time to wake up and smell the cappuccino!

Oh, by the way, this deserves repeating: “…the book shines with wit and insight.” (The Boston Globe, Feb. 2005)

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Thanks Henry for participating in Authors as Hawkers on Brand Autopsy!

Tom Asacker, consultant, speaker, and author of A CLEAR EYE FOR BRANDING is next up on the Brand Autopsy marketing pulpit.

Author: Tom Asacker
Book Title: A Clear Eye for Branding: Straight Talk on Today’s Most Powerful Business Concept (Paramount Books)
Purchase Links: Amazon | Paramount Books
Website: www.acleareye.com
Blogsite: www.acleareye.com
Sample Reading: Introduction

THE GIST [concept/purpose of the book]
TOM ASACKER (TA): To clear up the many misconceptions about brands and branding, and provide a framework for business success in the new millennium.

THE AUDIENCE [marketers who’ll benefit from the book]
TA: Anyone and everyone who is involved in strengthening the bond between an organization and its constituents, in order to achieve an increase in both revenues and profitability.

THE AUTHOR [author’s qualifications]
TA: Degrees in Economics and Business. Former strategic planner with G.E. Co-founder of fast growth medical device company. Former brand consultant. Author of two previous books on branding. One smart guy. ;-)

THE KNOWLEDGE [takeaway value of the book]
TA: As it says on the dust jacket, you can expect this little book to upend your present way of thinking and provide a new framework for winning in the new, customer-controlled economy. You’ll discover why a brand is not a logo, a promise, or even an experience. And you’ll become obsessed with the three most important questions to ask yourself—and your people—in order to succeed in today’s hypercompetitive, unforgiving marketplace.

DOWATCHALIKE [author’s free space to riff]
TA: Instead of me talking, here’s an excerpt from a reader review at Amazon.com:

Those who have read one or both of Asacker's previous books, The Four Sides of Sandbox Wisdom: Building Relationships in an Age of Chaos, Complexity and Change and Sandbox Wisdom: Revolutionize Your Brand with the Genius of Childhood, already know that he is an eloquent advocate of cutting to the proverbial bone when formulating and then developing an idea. In this volume, Asacker creates a hypothetical situation in which he engages in a sustained dialogue with an Executive about a major business topic, branding. Presumably, the Executive represents countless "real" people with whom Asacker has had discussions over the years. This is a rhetorical device, not a gimmick, and it works remarkably well. In this volume, he really does focus his "clear eye" (and uncluttered mind) on what he considers to be significant but durable misconceptions about branding.

In response to observations and questions posed by the Executive, Asacker makes a number of specific assertions with which some readers may disagree. Here is a representative selection.

** Branding is today's most powerful business concept because "it will force you to understand the behaviors, desires, and expectations of your audience. You'll perceive your business -- and its place in the world -- in a whole new way. And you'll be driven to do something to both improve it and to improve people's lives."

** "A strong brand evokes one or more of the following behavioral attributes: you'll pay a premium for it when compared to alternative solutions; you'll go out of your way to get it; or you'll continuously repurchase it. You won't accept a substitute, within reason, of course."

** "It doesn't matter what people think about you or your brand. What matters is how you make them feel about themselves and their decisions in your brand's presence."

** "Focus on what's being internalized by the decision maker. The social and psychological factors. Because marketing is not about helping salespeople sell, and it's not about helping customers to buy. It's about helping customers feel and achieve. It's about supporting and guiding. Spend your time helping your customers make meaningful connections around their passions."

** "There's an old Zen maxim, `You can't control the waves, but you can learn to surf!' We're living in a new world now -- one that revolves around the rapidly changing expectations of the customer. There's no stability. None. You must move with people, like a life preserver in a shifting sea. You must catch their wave. Get out there and interact with your audience. Find new and compelling ways to become meaningful to them. Try something new and see if it takes hold. You can't build a great brand by avoiding risks."

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Thanks Tom for participating in Authors as Hawkers on Brand Autopsy!

Please welcome Karen Post, consultant, speaker, and author of BRAIN TATTOOS to Brand Autopsy's Authors as Hawkers series.

Author: Karen Post
Book Title: BRAIN TATTOOS: Creating Unique Brands that Stick to your Customers’ Minds (AMACOM)
Purchase Links: Amazon | 800 CEO READ
Website: www.brandingdiva.com
Sample Reading: from Amazon.com

THE GIST [concept/purpose of the book]
KAREN POST (KP): Brain Tattoos is a friendly tool so readers can better understand the power and opportunities behind a brand and how to build a sustainable one.

THE AUDIENCE [marketers who’ll benefit from the book]
KP: Entrepreneurs, business owners, marketing folks from all size organizations and individual professionals. B2B, B2C, and non-profits can benefit from it.

THE AUTHOR [author’s qualifications]
KP: I’ve been branding products and services for over twenty years. I founded my first company, a creative services agency at the age of 22. I’ve worked with startups and Fortune 500 companies along with professional athletes and entertainers. I’m still in the trenches of the marketplace; speak internationally; write for fastcompany.com; and consult with trade associations, businesses, and professionals on branding matters.

THE KNOWLEDGE [takeaway value of the book]
KP: A simple, applicable formula for a great brand (point of difference, personality, purpose, and a promise). How to create a brand worth talking about and connecting it to the marketplace and inside the organization via all touch points.

DOWATCHALIKE [author’s free space to riff]
KP: If you want a book with a lot of theory and data mumbo, pass on this one. If you want an easy-to-consume guide to building a valuable (Brain Tattoo) brand asset that instills confidence, creates buyer loyalty, and helps products earn a higher price, this book is perfect. The content covers the spectrum from branding opportunities, naming, creative thinking, internal branding, loyalty, sales, experience building along with living examples of brand brilliance, templates, and branding resources.

If you are new to branding, Brain Tattoos will be your new best friend. If you are a seasoned pro, you’ll find lots of good ideas and refreshing reminders to keep your brand on its best game.

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Thanks Karen for participating in Authors as Hawkers on Brand Autopsy!

The next expert-turned-author on Brand Autopsy's Authors as Hawkers blog series is Cliff Atkinson, author of BEYOND BULLET POINTS.

Author: Cliff Atkinson
Book Title: Beyond Bullet Points (Microsoft Press)
Purchase Link: Amazon
Website: www.sociablemedia.com
Blogsite: www.beyondbullets.com
Downloads: Introduction; Table of Contents; Ch. 1

THE GIST [concept/purpose of the book]
CLIFF ATKINSON (CA): The book introduces a new methodology you can apply to PowerPoint to unlock the engaging stories that are buried beneath the bullet points. Drawing from sources as diverse as Aristotle and contemporary filmmakers, BBP introduces a fresh and engaging alternative to PowerPoint approaches that have grown stale and boring.

THE AUDIENCE [marketers who’ll benefit from the book]
CA: Anyone who uses PowerPoint to communicate, including executives, consultants, marketers, educators, advertisers, and professional speakers.

THE AUTHOR [author’s qualifications]
CA: As an independent management consultant, I’ve helped some of the largest companies in the world to improve the way they approach PowerPoint. I’ve written extensively about how to communicate clearly, and have lectured at the Wharton school of the University of Pennsylvania, and UCLA Anderson School of Management.

THE KNOWLEDGE [takeaway value of the book]
CA: Readers will learn how to:

Structure their ideas clearly, no matter what medium they use.

Appeal to both emotion and reason, using a persuasive story structure.

Transform their ideas into a storyboard to tap into the power of simple visuals.

Plan projected visuals and spoken works together using a unified design approach.

Align their presentations with the latest research on multimedia presentations.

DOWATCHALIKE [author’s free space to riff]
CA: The way we collectively approach PowerPoint is remarkably consistent, producing the same bullet-point slides that look the same across companies, professions and even cultures. But it turns out that this dominant approach is also consistently boring, confusing and overwhelming for audiences. BBP steps “outside the slide”, and instead introduces a new approach based on classical concepts of story and advanced techniques of media production. The result? Smart and simple presentations that produce clear results. Grab your remote and give it a try -- you only have interested and engaged audiences to gain.

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Thanks Cliff for participating in Authors as Hawkers on Brand Autopsy!

It’s no secret we are fond of business books at Brand Autopsy. The reasons why are simple and aplenty. But primarily, we appreciate the opportunity to learn from others who share their knowledge and passion through their business books. These experts-turned-authors have helped us become smarter marketers.

With that in mind, we are proud to share the Brand Autopsy blog with some knowledgeable and passionate authors this week.

For the next five days you’ll read from five authors about their fine works. We selected these authors because they selected us. Each of the featured authors sent us a copy of their book to add to our library. We have asked them to share why they wrote their book and what you can expect to learn from it.

First up is Chuck Nyren, expert-turned-author of ADVERTISING TO BABY BOOMERS.

Author: Chuck Nyren
Book Title: Advertising to Baby Boomers (Paramount Books)
Purchase Links: Amazon | Paramount Books
Website: www.nyrenagency.com
Blogsite: Advertising to Baby Boomers
Sample Reading: Tables of Contents and Introducton (pdf)

THE GIST [concept/purpose of the book]
CHUCK NYREN (CN): Baby Boomers are sophisticated consumers of advertising, having grown up the heyday of mass marketing. Companies not understanding this sophistication are doomed. Yet many rely on advertising agencies that believe the baby boom market is passé and not worth pursuing. The real story may be that most agencies are ill-prepared for tackling the 50+ consumer, but don't want you to know it.

THE AUDIENCE [marketers who’ll benefit from the book]
CN: Unlike most books about advertising, this one is written for "the client" -- anyone with a product or service for Baby Boomers, from general consumer goods to high-tech electronics to planned communities to health care. Some simple demands of your agency, a bit of vigilance, and you could change things around – getting much more than you are paying for.

My egalitarian approach to advertising and the creation of campaigns is all-inclusive. A large section of the book is dedicated to helping Baby Boomer entrepreneurs get their marketing and advertising up and running.

THE AUTHOR [author’s qualifications]
CN: I’m qualified, but not uniquely qualified. I’m just the first person to write a book about advertising to this unwieldy demographic. Most of the other books deal mainly or exclusively with marketing.

THE KNOWLEDGE [takeaway value of the book]
CN: What questions should you ask when interviewing or being "pitched" by an agency? How do you help develop a baby boomer-targeted campaign with your agency? When should you trust your advertising agency, and when should you question its judgments? When do you leave them alone? How do you critique a campaign? These are some of the questions answered in Advertising to Baby Boomers.

What the book really is: a catalyst for creative thinking. If you are a businessperson you know that creative thinking doesn't begin and end inside an advertising agency. (Meaning, my book should make me about as welcomed in ad agencies as Michael Moore was at the Republican Convention.)

DOWATCHALIKE [author’s free space to riff]
CN: As all readers here know, anything that is put ‘out there’ – books, movies, music, TV Shows, art of any kind, certainly products and ad campaigns – end up (for better or for worse) taking on lives of their own. While my book has only been out for a month or so, already there are “I never imagined” surprises for me:

AEF (The Advertising Educational Foundation) selecting Advertising to Baby Boomers as a Classroom Resource floored me. Only two-dozen titles have been chosen over the last six years. Pretty heady company I’m keeping.

While there is a tongue-in-cheek chapter for baby boomer creatives, I never would have guessed that a few are brandishing the book, declaring it some sort of ‘activist pamphlet.’ (Tom Paine is probably rolling over in his grave.)

Whenever I read a review or receive an email about the book (positive or negative), or whenever I hang up the phone after an interview – I look over at my copy and say to myself, “…That’s what that book is? Did I write that book?” It’s all very interesting. At least to me.

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Thanks Chuck for participating in Authors as Hawkers on Brand Autopsy!