There are a lot of marketing books out there today proffering advice on how to brand, how to create customer experiences, and how to turn your Web site into a cash printing machine. What do all these books have in common? According to my guests today, they’re all establishment hogwash and should likely be tossed into the fireplace due to their lack of originality and high degree of conformity.

Join the revolution is their battle cry and one they’ve backed up with a 13-point manifesto, several references to some really good music, and a new term I expect you’ll hear tossed around the office pretty soon as the new buzz word – which may just drive my two guests today totally batty.

With me today were authors Richard Laermer and Mark Simmons – authors of the new book Punk Marketing. You might know Laermer from his earlier book Full Frontal RP and Simmons is widely known for his global work at Coca Cola.

My first question to this motley duo had to do with why the book and why the focus on punk. Great answer for us all to remember. Marketers have become complacent and simply going with what is easy, simple, and comfortable. The book is really meant to be an irreverant wake-up call to all of us to be "brave and intelligent" in our marketing.

Some great calls today. One of my favorite was a non profit. The question posed was the manifesto says you should make enemies. The response from the authors was not to piss people off, but rather to ensure you're drawing a line in the sand and at least positioning what you are and, more importantly, what you are not. Bland non profits are just as ineffective as bland for profits. But most emphasized by my guests -- "stand up and do something!" Too much sitting around and talking. Take action.

Another favorite point I got -- and maybe the title of their next book -- is about 3D Branding (remember folks, you heard it here first). It came about when we talked about the issues of consistency amongst brands and that the problem is that brands have become too consistent, to the point of being bland. When you're that consistent -- sameness -- without depth, your brand is more flat, 2D.

My only criticism after reading the book is that in trying to create a wake up call to do something different, their approach could not have been more traditional and establishment. I mean, for goodness sake, they wrote a book and sell it through such establishment channels as iTunes and Amazon. But hey, even Punk Marketers need to make a buck.

Don't get me wrong. This book is worth every piece of its establishment-printed page. Go buy it!