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Seth Godin has written 12 bestsellers that have been translated into 33 languages

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

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free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

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survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

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the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

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v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« More people saying less (and a few more people saying more) | Main | Clarity vs. impact »

Shame is a brand killer

When your public sees you choosing a path that's shameful, that they don't approve of, that offends their sensibilities, it creates a dissonance that might never be erased.

Brands work not because they have clever logos or taglines, not because they run a lot of ads, but because something about their story and their promise resonates with deeply held cultural beliefs. "People like us do things like this/buy things like this/like things like this," is the mark of a brand (a comedian, a clothing line, a store) that has become part of the zeitgeist, at least for a portion of the population. Most of all, it's, "people like us treat others like this."

When the brand stops resonating and starts undermining the way their audience thinks of themselves, it feels wrong, uncomfortable. When it crosses the line to behavior seen as shameful, the brand fades. Perhaps forever.

Organizations ought to do the right thing because it's the right thing to do. Failing that, they ought to do the right thing because their public doesn't belong to them, they belong to their public, and when they fail to understand that, value disappears.

[Shame between individuals is corrosive, an ongoing toll on many relationships. We don't like to talk about shame because the very idea of it is so overwhelming. But shame in the public sphere is fuel for the media, and it's a significant contributor to maintaining or changing the cultural status quo. It's also become an ever increasing part of political discourse, and as a result, virtually all political brands are permanently tarnished.]

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