(Ebook) Brand vision : how to energize your team to drive business growth by Taylor, David ISBN 9780470060940, 9781119209300, 9780470028353, 0470060948, 1119209307, 0470028351

(Ebook) Brand vision : how to energize your team to drive business growth by Taylor, David ISBN 9780470060940, 9781119209300, 9780470028353, 0470060948, 1119209307, 0470028351

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.