Tag Archive for 'Tom Asacker'

Small business brands in the 21st century

There was a time when most people thought having a brand was just for big companies - you know, like the Nike swoosh. For years, I’ve been telling small businesses that they have a brand, too, maybe even more than one.

But for small businesses, our brands are less tangible. The thing that makes customers remember us is more about the experience they have with us, including the relationship they have with our employees, the way we customize our products and services to their individual requirements and, just maybe, the fact that we remember them every time they connect with us.  Yes, my friends, these are the critical, often intangible, elements of a small business brand.

Recently, on my radio program, The Small Business Advocate Show, I talked about the intangible, emotional, impressionable brand concept with long-time Brain Trust member and world-class brand expert,  Tom Asacker.  Tom reveals how your attitude about your business and behavior around customers is also part of your brand and what compels customers to do business with you - or not. You can find Tom, his many books on branding and his work at acleareye.com.

I hope you’ll take a few minutes to listen to this important conversation about what small business branding looks like in the 2nd decade of the 21st century. And, as always, be sure to leave your own thoughts.

Listen Live! Download, Too!

Transforming marketing strategies into connecting strategies

Transforming marketing strategies into connecting strategies is one of the keys to success as we lead our businesses from the way we used to go to market to the reality that the next marketplace era we are entering.  One thing is for sure: Where we’re headed is going to look a lot different from where we’ve been.  One of the big transformations that has to take place is going from talking AT prospects and customers with marketing strategies to connecting WITH them as members of the communities we have and will continue to build.

Marketplace visionary, Tom Asacker, recently joined me on my radio program, The Small Business Advocate Show, to talk about the thinking and the steps that have to take place in order to make the connection transformation with customers, including how to think about branding in this new age.

Tom is a unique talent who teaches companies how to  advance business relationships by helping them transition from “economically driven” to “emotionally driven” models, as he revealed in one of his books, A Clear Eye for Branding. Take a few minutes to listen to the conversation Tom and I have. And as always, leave your thoughts on how you’re making this critical transformation, or ask us a question about how to do it. Listen Live! Download, Too!




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