A Clear Eye for Branding focuses on debunking branding myths that permeate the business world. The author is a former strategic planner for GE, co-founder of a medical device company, and a well-know brand consultant and author.
The best description of the ideas in the book is an excerpt from the book itself.
"Behavioral economics have taught us that there is a lot more involved in a purchase decision than a simple price/benefit analysis… Feelings drive behavior… Your ultimate business or organizational advantage lies in discovering your audiences desired feeling. And then, once discovered, to get creative and develop consistently positive experiences so your audience can bring those expected feelings to life."
