Brand Vision: How to Energize Your Team to Drive Business Growth Contributor(s): Taylor, David (Author) |
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ISBN: 0470028351 ISBN-13: 9780470028353 Publisher: Wiley OUR PRICE: $48.60 Product Type: Hardcover - Other Formats Published: February 2007 Annotation: For brands of all shapes and sizes, a great vision can inspire and guide brilliant marketing that creates more meaning, clarity and differentiation for consumers and employees. However, most visioning projects sink without trace under the weight of theory, complexity and lack of focus. Now, David Taylor brings his trademark no-nonsense approach to this critical area. brandvision shows how to create a truly inspiring vision that really will drive growth, illustrated with cases including T-Mobile, Dove, Porsche, Absolut and James Bond. "brandvision cuts to the chase and provides refreshingly candid insights and practical how-to information. That's why it is required reading for the all MBAs and Executives who come to INSEAD to learn about branding. Read it. It will change the way you do business." "This is one of the first books that tackles the real challenges of 21st Century brand building and offers practical solutions to overcome them. If you are looking for help to really understand your customers, position your brand and engage your organisation, you should start with brandvision." "David's passion for great brands which inspire is infectious. He offers an easy to use toolkit to help on the journey to brand greatness, always challenging, but with a gift for keeping things down-to-earth and practical." "Do you have the ambition to create a brand as powerful as Absolut? If so, then this book provides the inspiration and practical advice you need. It's packed with fascinatingcase studies to help you create an inspiring vision, and turn it into a brilliant marketing mix." "If you want to build a truly unique and authentic brand, David's book is a great place to start. It shows how companies like the Geek Squad have created a differentiated point-of-view and inspiring vision, and offers valuable insights on how to create your own." "Keeping a copy of brandvision close by is like having a legal performance-enhancing drug for your business." |
Additional Information |
BISAC Categories: - Business & Economics | Sales & Selling - General |
Dewey: 371.95 |
LCCN: 2006033488 |
Physical Information: 0.88" H x 7.56" W x 9.6" (1.47 lbs) 288 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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:
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. |