David Taylor "Brand Vision: How to Energize Your Team to Drive Business Growth"
Wiley | 2007-01-29 | ISBN: 0470028351 | 284 pages | PDF | 3 MB
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.
No Mirror(s) Please!
|a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 |
а б в г д е ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я
Посетители, находящиеся в группе Гости, не могут оставлять комментарии в данной новости.