John F. Kennedy said that the enemy of truth is not the lie, but the persistent, persuasive, and unrealistic myth. In A Clear Eye for Branding, Tom Asacker exposes the myths on brands and branding and shines a light on the truth of business in the new millennium.
In this deceptively simple and entertaining book, Asacker demystifies the concept of branding so that executives, small business owners, and entrepreneurs can finally understand, evaluate, and communicate their strategies and organizational initiatives.
Whether you are in the private or public sector, A Clear Eye for Branding will 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.
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