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A Clear Eye for Branding Paperback – April 30, 2005


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Product Details

  • Paperback: 160 pages
  • Publisher: Paramount Market Publishing, Inc.; First Edition edition (April 30, 2005)
  • Language: English
  • ISBN-10: 097252908X
  • ISBN-13: 978-0972529082
  • Product Dimensions: 0.5 x 5 x 7.5 inches
  • Shipping Weight: 7.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #1,083,394 in Books (See Top 100 in Books)

Editorial Reviews

From the Publisher

One of our readers recently told us how much she enjoyed the content and accessibility of this book, but also the convenient format "which slips right into my purse." We believe this is a book you will want to keep with you and share with your colleagues. It will put everyone on the same page when it comes to branding and help refocus your thinking about branding when you find it going off track.

About the Author

Tom Asacker is often described as a catalyst and a nonconformist. He is the author of Sandbox Wisom: Revolutionize Your Brand with the Genius of Childhood, and his views have been featured in numerous international business and marketing publications, media, and events. Beyond his success as an author and entrepreneur, Asacker is a recipient of the George Land Innovator of the Year Award; he holds medical patents and product design awards; and he has been an advisor to startups, nonprofit organizations, and to some of the world's most well respected brands. He is a frequent speaker on sales, marketing, entrepreneurship and innovation.

More About the Author

Tom Asacker is the author of five critically acclaimed books: The Business of Belief, Opportunity Screams, A Little Less Conversation and A Clear Eye for Branding, groundbreaking books that redefine business for the new, customer-controlled economy, and Sandbox Wisdom, a heartwarming story about a CEO's search for meaning and success in the world of business and work.

A popular speaker, Tom lectures to corporations, associations, and universities around the world, and works confidentially with executives and management teams at a number of world-class companies. Prior to his role as a writer, professional speaker and corporate catalyst, Tom was an agitator in management posts at GE and throughout his entrepreneurial endeavors as founder of an internet startup; owner of an electronics manufacturing firm; and co-founder and CEO of a medical device company.

He is a recipient of the George Land Innovator of the Year Award; he holds medical patents and product design awards; and he is recognized by Inc. Magazine, MIT, and YEO as a past member of their "Birthing of Giants" entrepreneurial executive leadership program. Tom holds a degree in Economics and Business Management, and lives in the great Northeast. Visit tomasacker.com to learn more.

Customer Reviews

4.9 out of 5 stars
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See all 9 customer reviews
I took so many notes in this book.
Jennifer Roberts
It is an easy read, but packed with a great deal of useful, thought provoking information.
Bruce Harris
This is a rhetorical device, not a gimmick, and it works remarkably well.
Robert Morris

Most Helpful Customer Reviews

11 of 11 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on June 21, 2005
Format: Paperback
Those who have read one or both of Asacker's previous books, The Four Sides of Sandbox Wisdom: Building Relationships in an Age of Chaos, Complexity and Change and Sandbox Wisdom: Revolutionize Your Brand with the Genius of Childhood, already know that he is an eloquent advocate of cutting to the proverbial bone when formulating and then developing an idea. In this volume, Asacker creates a hypothetical situation in which he engages in a sustained dialogue with an Executive about a major business topic, branding. Presumably, the Executive represents countless "real" people with whom Asacker has had discussions over the years. This is a rhetorical device, not a gimmick, and it works remarkably well. In this volume, he really does focus his "clear eye" (and uncluttered mind) on what he considers to be significant but durable misconceptions about branding.

In response to observations and questions posed by the Executive, Asacker makes a number of specific assertions with which some readers may disagree. Here is a representative selection.

Branding is today's most powerful business concept because "it will force you to understand the behaviors, desires, and expectations of your audience. You'll perceive your business -- and its place in the world -- in a whole new way. And you'll be driven to do something to both improve it and to improve people's lives."

"A strong brand evokes one or more of the following behavioral attributes: you'll pay a premium for it when compared to alternative solutions; you'll go out of your way to get it; or you'll continuously repurchase it. You won't accept a substitute, within reason, of course."

"It doesn't matter what people think about you or your brand.
Read more ›
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6 of 6 people found the following review helpful By Elaine Mansfield on August 21, 2005
Format: Paperback
I am a marketing novice and the very thought of self-promotion made me feel faint—until I read A Clear Eye for Branding by Tom Asacker This short, accessible book taught me that it is possible to promote my expertise in women’s health without compromising my principles. I learned that good marketing has little to do with my negative image of a pushy self-serving used-car salesman. Instead, effective promotion serves the customer’s or client’s needs and passions and helps them find success. Carefully articulating the particularities of my “brand” benefits me by bringing focus, excitement, and relevancy to my marketing efforts; it benefits potential clients because effectively communicating my skills helps them decide if my expertise will help them realize their goals. I thank Tom Asacker for providing me with a positive and approachable marketing model. After reading A Clear Eye for Branding, I am on the way to moving my small business out into the world.
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8 of 9 people found the following review helpful By Kevin W. McCarthy on June 14, 2005
Format: Paperback
Finally, this branding babble is put to rest. Tom debunks most of the mystery of branding and simplifies it to the bare essentials in this easy to read story. While it may not be the most profound story you'll ever read, the story conveys truth in branding. I found myself reading and making notes to apply to my business and wondering just how well am I serving the true needs of my customers.

Read it if you're ready to get better at business. I really recommend this for small and mid-sized business owners pressed for time, needing wisdom, and don't want to wade through mountains of techno-talk. It will help your business.
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5 of 5 people found the following review helpful By Bruce Harris on September 12, 2005
Format: Paperback
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.
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4 of 4 people found the following review helpful By Stephen M. Liberati on January 4, 2006
Format: Paperback
This book is definately a hidden gem for business owners large and small. Tom gets right to the point bypassing the marketing babble to give us his clear take on today's most powerful concept in business. One of the few marketing books out there which the author lays it all on the table and shares all his valuable and insightful marketing advice with his readers. It sure is refreshing to finally read a book on marketing with out all the fluff and BS. Check out Tom's blog as well. You'll be glad you did. Good stuff.
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