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.
- ISBN:
- 9780470028353
- 9780470028353
-
Category:
- Sales & marketing
- Format:
- Hardback
- Publication Date:
-
01-12-2006
- Language:
- English
- Publisher:
- John Wiley & Sons Inc
- Country of origin:
- United States
- Pages:
- 288
- Dimensions (mm):
- 239x198x23mm
- Weight:
- 0.76kg
This title is in stock with our overseas supplier and should be sent from our Sydney warehouse within 3 - 4 weeks of you placing an order.
Once received into our warehouse we will despatch it to you with a Shipping Notification which includes online tracking.
Please check the estimated delivery times below for your region, for after your order is despatched from our warehouse:
ACT Metro 2 working days
NSW Metro 2 working days
NSW Rural 2-3 working days
NSW Remote 2-5 working days
NT Metro 3-6 working days
NT Remote 4-10 working days
QLD Metro 2-4 working days
QLD Rural 2-5 working days
QLD Remote 2-7 working days
SA Metro 2-5 working days
SA Rural 3-6 working days
SA Remote 3-7 working days
TAS Metro 3-6 working days
TAS Rural 3-6 working days
VIC Metro 2-3 working days
VIC Rural 2-4 working days
VIC Remote 2-5 working days
WA Metro 3-6 working days
WA Rural 4-8 working days
WA Remote 4-12 working days
Share This Book: