A Clear Eye for Branding
3rd April 2006 by Sean
| Author: Tom Asacker |  |
I apoligize for not posting towards the end of last week. I have been sick for the last few days. But it’s a new week and we’ve got new books.
A Clear Eye for Branding focuses on debunking branding myths that permeate the business world. The author is a former strategic planner for GE, co-founder of a medical device company, and a well-know brand consultant and author.
The best decription of the ideas in the book I found is an excerpt from the book itself.
Behavorial economics have taught us that there is a lot more involved in a purchase decision than a simple price/benefit analysis… Feelings drive behaviour… Your ultimate business or organizational advantage lies in discovering your audiences desired feeling. And then, once discovered, to get creative and develop consistently positive experiences so your audience can bring those expected feelings to life.
The book focuses on the last part, how to create consistently positive experiences with your audience.
What TwistImage’s blog says.
I really can’t recommend A Clear Eye For Branding enough. Especially with all of this talk about Web 2.0 and the mind-blowing article Inside The New World Of Listenomics – How The Open Source Revolution Impacts Your Brand by Bob Garfield – it is clear (no pun intended) that few businesses are really aware of how to manage their brand (and what the brand even means) in this very consumer-driving-the-show environment. A Clear Eye For Branding really helps simplify what the branding process is and how deep it runs into every business unit of a company.
What an Amazon reader says.
If my name were Roger Ebert, I’d be thumbs up. At first glance, Tom Asacker’s A CLEAR EYE FOR BRANDING fooled me. I thought it would be a quick and easy read. Something I could knock out in an afternoon. However, this was not the case. There is too much meat here to get through quickly. It is an easy read, but packed with a great deal of useful, thought provoking information. Asacker’s writing style is unassuming and easy to follow. The reader gets the feeling of having completed a pleasant conversation with the author. At one time I had a sign in my office, which read, “Make it happen and make it fun.” Tom Asacker has done both.
A few audio interviews with the Author, from the Small Business Advocate.
the Author’s blog.
An overview from Brand Autopsy.