Brand Vision

О книге: David Taylors 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 donts 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.