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Brand Vision

- How to Energize Your Team to Drive Business Growth

  • Format
  • Bog, hardback
  • Engelsk
  • 288 sider

Beskrivelse

David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforward, no-nonsense programme will ensure that you end up with an inspiring vision and a hands-on action plan to drive growth. Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step 'visioning journey' that builds engagement, energy and alignment. Powerful tips, tools and tricks help you start applying the principles to your business today:

Searching for true insight: creating a springboard for visioning by using different 'insight catalysts' that cover consumers, markets and competitionThe visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product 'sausage' and emotional 'sizzle'Test-driving the vision: bringing the vision to life by exploring it within your business and with consumersBrand-led business: translating the vision into a business building mix that covers 'hero product' innovation, communication and internal engagement Thought-provoking and irreverent, brandvision demonstrates all the dos and don'ts of brand visioning with many stories of success (and screw-ups) including T-Mobile, Dove, Porsche, Absolut and James Bond. It is an invaluable toolkit for anyone interested in rethinking a brand vision - whatever its shape or size.

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Detaljer
  • SprogEngelsk
  • Sidetal288
  • Udgivelsesdato01-12-2006
  • ISBN139780470028353
  • Forlag John Wiley & Sons Inc
  • FormatHardback
Størrelse og vægt
  • Vægt765 g
  • Dybde2,3 cm
  • coffee cup img
    10 cm
    book img
    19,8 cm
    23,9 cm

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