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Opis

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.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Brand Vision
• Autor: Taylor
• Język: Angielski
• Oprawa: Twarda
• Liczba stron: 286
• EAN: 9780470028353
• ISBN: 0470028351
• ID: 04080984
• Wydawca: John Wiley & Sons Inc
• Waga: 716 g
• Wymiary: 241 × 191 × 21 mm
• Data wydania: 01. December 2006

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