Brand vision : how to energize your team to drive business growth

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Title:

Author:

Taylor, David, 1964-

ISBN:

9780470028353

Personal Author:

Taylor, David, 1964-

Publication Information:

Chichester, West Sussex, England ; Hoboken, NJ : Wiley, c2006.

Physical Description:

xii, 270 p. : ill. ; 25 cm.

Contents:

Introduction : be a brand CEO, not a strategy tourist -- Create an insight springboard -- What are you going to fight for? -- Where's the sausage? -- Sizzle that sells -- Big brand ideas beats brand essence -- Test drive the vision -- Beyond brandwashing to true engagement -- Create hero products -- Communicating without ego tripping.

Subject Term:

Brand name products.

Product management.

Employee motivation.

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip072/2006033488.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168023651660	658.827 T239B 2006	1	Searching... Unknown

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Summary

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 competition The 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 consumers Brand-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.