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

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

Taylor, David, 1964-

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

Hardback, Book. English.
All formats and editions (2)
Published Chichester: John Wiley, 2006

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  • All Saints – One available in 658.827/TAY

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Details

Statement of responsibility: David Taylor
ISBN: 0470028351, 9780470028353
Note: Formerly CIP.
Note: Includes bibliographical references (p. [253] - 254) and index.
Physical Description: xii, 270 p. : ill. ; 24 cm.
Subject: Employee motivation.; Product management.; Brand name products.

Contents

  1. Introduction : be a brand CEO not a strategy tourist
  2. Search for true insight
  3. Create an insight springboard
  4. The visioning journey
  5. What are you going to fight for?
  6. Where's the sausage?
  7. Sizzle that sells
  8. Big brand ideas beats brand essence
  9. Bring the vision to life
  10. Test drive your vision
  11. Brand-led business
  12. Beyond brandwashing to true engagement
  13. Create hero products
  14. Communicating without ego tripping.

Author note

David Taylor is Founder and Managing Partner of thebrandgym, a network of brand coaches that helps teams develop an inspiring vision and the action plans to turn it into growth.
David was recently named by the CIM as one of the world’s 50 top marketing thinkers. He has worked with many acclaimed companies including T-Mobile, Unilever, Kraft, the BBC and SAB Miller to help them boost performance. He began in brand management with P&G before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe’s leading marketing consultancy (now part of WPP).
David is the author of two previous books. His first, thebrandgym, quickly became Amazon.co.uk’s best-selling branding title; his sequel, brandstretch, was the world’s first and only focused examination of brand extension. He is a regular speaker at conferences and in the media, having written for publications including The Guardian, Marketing, Market Leader, Brand Strategy and Marketing Business.

Reviews

"…what Taylor has done…is set out a process to achieve exactly what the book says: create a brand vision…" (Brand Strategy, March 2007)

Back cover copy

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."
Pierre Chandon, Assistant Professor of Marketing, INSEAD

"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."
Mark Ritson, Associate Professor of Marketing, Melbourne Business School

"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."
Phil Chapman, Marketing Director, T-Mobile UK

"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 fascinating case studies to help you create an inspiring vision, and turn it into a brilliant marketing mix."
Michael Persson, Global Brand Director, Absolut

"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."
Robert Stephens, Founder and Chief Inspector, The Geek Squad

"Keeping a copy of brandvision close by is like having a legal performance-enhancing drug for your business."
Hugh Burkitt, Chief Executive, The Marketing Society