Product Description: If you're confused and disillusioned by the simplistic techniques and acronym-laden formulas coming at you from every direction about how to create a brand that attracts customers, and engages and delights them, you're in luck! In this superbly readable and deceptively simple book, branding expert Tom Asacker explains precisely how today's successful brands are different from others, much different! You'll finally realize why branding as media-based, image-making, and persuasive communication is rapidly losing its effectiveness, and why customers have tuned out the irrelevant chatter of dispassionate messaging and uninspired employees...read more