Customer Reviews

A Clear Eye for Branding

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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. What matters is how you make them feel about themselves and their decisions in your brand's presence."

"Focus on what's being internalized by the decisionmaker. The social and psychological factors. Because marketing is not about helping salespeople sell, and it's not about helping customers to buy. It's about helping customers feel and achieve. It's about supporting and guiding. Spend your time helping your customers make meaningful connections around their passions."

"There's an old Zen maxim, `You can't control the waves, but you can learn to surf!' We're living in a new world now -- one that revolves around the rapidly changing expectations of the customer. There's no stability. None. You must move with people, like a life preserver in a shifting sea. You must catch their wave. Get out there and interact with your audience. Find new and compelling ways to become meaningful to them. Try something new and see if it takes hold. You can't build a great brand by avoiding risks."

Obviously, these brief quotations are taken out of context. However, they indicate some of the reasons why Asacker is convinced that branding is "the most powerful business concept," not merely an important marketing concept. He argues persuasively that branding requires effective execution of both marketing and innovation which, in The Practice of Management, Peter Drucker suggests are the two basic functions of any organization. Asacker concludes with the observation that "brand-rearing" resembles raising a child. Citing the African proverb that it takes a village to raise a child, Asacker sees (with a clear eye) the brand's "village" as being "a complex web of relationships among" an organization's people, customers, and other stakeholders. For brands to thrive in today's business world, they must be guided and nourished, to be sure, but also allowed to find their own way. Some brands will. Many won't.

Perhaps you will not agree with all of Asacker's ideas (I don't) but I think you will agree that each has been carefully developed and then clearly presented. If he has helped you to clarify your own thoughts about branding, then he will have achieved his primary objective.

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.

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.

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.

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.

I took so many notes in this book. I often review them when I feel like there is a disconnect between me and my clients. Once again Tom shows how important the human connection is along with doing business for your client vs how YOU want to do business. After reading this my business model has changed dramatically along with many happy repeat clients. So often we model our service business after how we like to do things. "That's how I do it" attitude. Along with myself, I've seen many other service businesses crash like this. Read this book and change your business for the better. 5 stars again for Asacker.

This book is an excellent read, it brilliantly add new meaning to the concept of branding and what it really means and the way it works.

This is one of the best books I've read about branding, perhaps the best. It's very interesting, good written, .. simply 100%.

This book was great for me because it is structured as a conversation with two speakers making points and counterpoints- the book was like a conversation that might occur right in one of my company's meeting rooms, and for that reason I found it riveting, enjoyable-to-read, and applicable to real life business!