Authors as Hawkers IV

Tom Asacker, consultant, speaker, and author of A CLEAR EYE FOR BRANDING is next up on the Brand Autopsy marketing pulpit.

Author: Tom Asacker
Book Title: A Clear Eye for Branding: Straight Talk on Today’s Most Powerful Business Concept (Paramount Books)
Purchase Links: Amazon | Paramount Books
Website: www.acleareye.com
Blogsite: www.acleareye.com
Sample Reading: Introduction

THE GIST [concept/purpose of the book]
TOM ASACKER (TA): To clear up the many misconceptions about brands and branding, and provide a framework for business success in the new millennium.

THE AUDIENCE [marketers who’ll benefit from the book]
TA: Anyone and everyone who is involved in strengthening the bond between an organization and its constituents, in order to achieve an increase in both revenues and profitability.

THE AUTHOR [author’s qualifications]
TA: Degrees in Economics and Business. Former strategic planner with G.E. Co-founder of fast growth medical device company. Former brand consultant. Author of two previous books on branding. One smart guy. ;-)

THE KNOWLEDGE [takeaway value of the book]
TA: As it says on the dust jacket, you can expect this little book to upend your present way of thinking and provide a new framework for winning in the new, customer-controlled economy. You’ll discover why a brand is not a logo, a promise, or even an experience. And you’ll become obsessed with the three most important questions to ask yourself—and your people—in order to succeed in today’s hypercompetitive, unforgiving marketplace.

DOWATCHALIKE [author’s free space to riff]
TA: Instead of me talking, here’s an excerpt from a reader review at Amazon.com:

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 decision maker. 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."

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Thanks Tom for participating in Authors as Hawkers on Brand Autopsy!