Do You Really Know What Brand Is? Tom Asacker, TBJApodcast 288
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Do you really know what brand is? It’s not a logo, it’s not your product. Author Tom Asacker says it’s all about beliefs. He shares key insights and information from his book “The Business Of Belief”.

Tom Asacker has been teaching and inspiring organizations and entrepreneurs for over 20 years. World-class companies including Procter & Gamble, UPS, and G.E. have called on Tom to shake up their people, fill them with ideas and charge them with inspiration.

Often described as a catalyst and non-conformist and acclaimed for his no-nonsense style, Tom is the author of “The Business of Belief”, “Opportunity Screams”, “A Little Less Conversation”, and “A Clear Eye for Branding”. These groundbreaking books describe new practices and ideas for success in times of uncertainty and change. His first book, Sandbox Wisdom, a heartwarming story about a CEO’s search for meaning and success in the world of business and work, was a business bestseller in the U.S., and was published internationally to rave reviews.

You don’t know brand! It is not a logo, a promise, or even a why. And if you think it is, that’s probably what’s holding back your growth and success.


My first job after graduating University was as a professional magician.


People aren’t rational beings when buying. Find out what work and appeal to their emotions.

Think Like A Journalist Quote

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” ―Jeff Bezos

Success Quote

Creation: “Remembering that you are going to die is the best way not to follow your heart.” –Steve Job

“What the pupil …with those realities…it teaches us a lesson.” Joesph Tessman

Career Highlight

“I’m driven by my instinctual intelligence.” Tom Asacker

Tom spent 10 years with GE. After leaving he joined a medical device company and then went into consulting. When he was unemployed, he decided to write a book.  Hear how a question from his daughter about a spoon gave him a big idea that caused him to write his first book, Sandbox Wisdom, which became a huge success.

When It Didn’t Work!

Three of my six books were not written with passion. They were based more on intellectual theory. Those three books were failures.

Do You Really Know What Brand Is?

You must understand what a brand is.

A Brand is someone’s belief. Customers choose the brand because they believe in it.

You must know your customers desires, their beliefs, their personalities.

Create content that matches them.

Decisions are not made based on intellect.

People are choosing based on their own identities and desires.

As a brand or marketer, you must control your impulses and let the buyer/client feel in control.

What is one piece of technology, video or multimedia equipment, or app that you just can’t live without?

Google docs

One book, documentary, or Internet Channel to watch?

Thinking Fast And Slow, Daniel Kahneman


Twitter @TomAsacker

The Business Of Belief, Tom Asacker

Mentioned In This Episode

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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