When it comes to branding, we need to look beyond design, logos and naming. We need to look at ways of continuously sensing people’s desires and rapidly delivering compelling value to satisfy those desires. In this episode of Expert Opinion from March 2012, BrandingBusiness Principal Alan Brew sits down with well-known author and brand strategist, Tom Asacker, who narrows it down for us. While a complicated discipline of sociology, psychology and behavioral economics, branding is really about how people make choices. The idea of creating something desirable – creating value – so people invest in your brand is what branding is all about. A brand in essence is an expectation of value, an experience customers are looking for.