Knowing what OTHERS think of you is essential to understanding YOURSELF... and to social success. But too many marketers are slaves to external research. They obsessively sniff around and measure what CUSTOMERS seem to want, while neglecting to capitalize on what they actually are able to provide.
Larry Ackerman – author of Identity is Destiny and other works – is champion of putting self-awareness first – and building companies – and individual lives – on unique, underlying skills and talents.
Last week Larry (a former colleague of mine at Siegel + Gale) spoke to my graduate class in branding at University of Hartford. His methodology is sophisticated – intensely probing an organization’s business via a range of research techniques. But his goal is reductionism – to find the single shared competency.
If branding were religion Ackerman would be a resolute fundamentalist. If branding were music, he would be a purist – listening to the drone of waterfalls and pounding out rhythms with a stick.
His drive is a relentless quest for one prize: The beating heart of a brand – an organization’s unique value-producing role in society’s complex web. That's what he does as consultant to major corporations and as prolific author of works cited at theidentitycircle.com.
When you ask Larry to define his own identity, the answer is startling for its lack of irony or humility. “My gift is to help people see.”
Our motto at brandsinger is “To thy own self be true.” Larry Ackerman embodies a tireless quest for truth.