The Company as Magazine

by Chris Maher

Published on December 17, 2002

Tags: Customer Engagement, Management, Newsletters, Writing

For a few moments, I'd like you to join me in a "thought exercise."

No, I won't charge you $10,000 per day for this exercise. Plus, I promise, it won't result in some magical brand incantation that may or may not work, but must certainly be repeated.

(I was once in earshot of a brand shaman at one of those marketing conferences that we've all been to at least once in our lives. This guy has all the books and credentials that you might expect of a brand shaman. He's a scintillating speaker. He dances about like a man possessed. Plus, he has thoroughly wonderful hair that I am convinced may yet have a career beyond its current context.

Anyway, he was regaling an assembled group of slack-jawed admirers with "war stories." Not a single one of the stories was about client success as measured by sales. It was all about the pitch and the show. And how he and his cohorts sold some amazing deals on the basis of nerve and verve alone. Have I mentioned that I'm no great fan of brand shamans?)

The thought exercise, I assure you, will be painful. Hey, at least, I'm being honest.

Imagine that your company is a magazine.

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Chris Maher is president of Fosforus, an Austin-based, business-to-business marketing, media, and interactive design firm. Reach him at CMaher1997@aol.com

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