About the Author

AUSTIN MCGHIE ran a CPG marketing and sales team and a leading advertising agency before turning thirty-five. Since then, he has successfully gotten older, run two more agencies, and built a nationally recognized marketing-strategy business from the ground up before selling it to a global communications company. Today, he and his business partner, Alpa Pandya, happily run a small but mighty marketing-strategy consulting business. Along the way, Austin has advised clients such as Kellogg’s, Disney, Boeing, Nike, ESPN, NBC, YouTube, Levi Strauss, Westin, Amazon, Facebook, Visa and Unilever.

In addition to participating in a host of writing and speaking engagements, Austin is the "almost bestselling" author of "Brand is a Four Letter Word: Marketing and the Art of Positioning." Visit him at FindDifference.com.

Reviews

“I’ll tell you what I like about Austin’s work, and why it’s worth reading. He’s written an angry book about what’s not happening in the marketing world. To me, it’s time to get angry and restate what many overlook or just don’t get about building a differentiated brand.”
—Jack Trout, global marketing expert and author

“The same people who think you can ‘brand’ something are the ones who ask us to produce ‘viral’ videos. What’s with these people hijacking adjectives and verbs for dubious marketing purposes? Just as viral videos are outcomes of smart, insightful thinking, so are brands. I just hope the marketing pundits don’t brand Austin McGhie a heretic for his spot-on ideas. Wait, did I say that?”
—Tom Yorton, CEO, Second City Communications

Brand Is a Four Letter Word: Positioning and the Real Art of Marketing

If Sloan Wilson's classic The Man in the Gray Flannel Suit personifies the top-down business culture of the 1950s, individuality rules today. And businesses must embrace this evolution, McGhie suggests in this perceptive exploration of evolving marketing doctrine. With the Internet impelling unprecedented cultural change, cookie-cutter conformity ensures mediocrity; the most differentiated, strongest products come from "oddball entrepreneurs." Contrary to conventional thinking, McGhie argues that a brand is not imposed on the market but is awarded by the market; it is "a consequence, not an action." This shift in perception manifests the need for a dialectic between producer and customer, with sincerity at the core. McGhie draws on his extensive marketing background to show how brands engage customers in company culture and persuade them to participate in the corporate "sense of mission." Whether the reader accepts or condemns McGhie's contention that the model of one-way persuasion is obsolete, the heightened significance of customer word-of-mouth reaction, or its electronic counterpart, seems unassailable. The customer, not the marketer, controls the brand in the brave new world of viral marketing. And McGhie's argument that traditional marketing theories, though still adapting to new media, are not necessarily obsolete should intrigue both industry professionals and marketing neophytes.
—Publishers Weekly