BRAND VISION - HOW TO ENERGIZE YOUR TEAM TO DRIVE BUSINESS GROWTH
副标题：无
作 者：David Taylor 著
分类号：
ISBN：9780470028353
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简介
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.
目录
Warning：Don’t Read This Book
Tools
brandgym network
brandgym.com
wheresthesausage.com
The Oscar Acceptance Speech
Introduction：be a brand CEO, not a strategy tourist
We’re busy.Do we really need a vision？
Why so much strategy sucks
The strategy tourism guidebook
The T-Mobile story
Fits all sizes and shapes
Over to you
Checklist：Introduction
Ⅰ.SEARCH FOR TRUE INSIGHT
1.Create an insight springboard
Research-itis
Competition：what market are we really in？
Consumer：opening the door to your brand
Brand：look back, look forward
Company：where should we fish for growth？
Checklist 1：Create an insight springboard
Ⅱ.THE VISIONING JOURNEY
2.What are you going to fight for？
Bland not brand
The brand manifesto
Writing the story of your brand
Checklist 2：What are you going to fight for？
3.Where’s the sausage？
Brandicide
Back to why brands were born
The power of the product
Searching for truth
Sharpening the vision
Checklist 3：Where’s the sausage？
4.Sizzle that sells
Leave the ladder in the garage
Pasta sauce or Prada？
Selling your product story
The Geek Squad.
Brand personality devices
Bringing your personality to life
Put some pizzaz in your personality
Checklist 4：Sizzle that sells
Handover
5.Big brand ideas beat brand essence
What’s the big idea？
Your brand story takes shape
Eureka moments.
Checklist 5：Big brand ideas
Ⅲ.BRING THE VISION TO LIFE
6.Test drive the vision
Consumers are not marketing directors
Think less, do more
Exploration has its limits
Bring your vision to life
Getting the most out of research
Time to sign up
Make it real
Checklist 6：Test drive the vision
Ⅳ.BRAND-LED BUSINESS
7.Beyond brandwashing to true engagement
Brandwashing
Focus on fundamentals
Step 1：Hire the right people and treat them right
Step 2：Make it easier to do the right thing
Step 3：Lead by example
Step 4：Sell the cake not the recipe
The 5-month itch
Checklist 7：Beyond brandwashing to true engagement
8.Create hero products
Kill the dwarves
Start close to home
iPod：the hero of a new vision
Virtual venture capital
Elastic brands
Family ties
Checklist 8：Create hero products
9.Communicating without ego tripping
Brand ego tripping：the movie
Getting a killer mix
Design：The face of your new vision
Communication with cut-through
When you hit gold…
The Tyskie turnaround
Checklist 9：Communicating without ego tripping
Brand Vision to Action Toolkit
brandgym network
References
Index
Tools
brandgym network
brandgym.com
wheresthesausage.com
The Oscar Acceptance Speech
Introduction：be a brand CEO, not a strategy tourist
We’re busy.Do we really need a vision？
Why so much strategy sucks
The strategy tourism guidebook
The T-Mobile story
Fits all sizes and shapes
Over to you
Checklist：Introduction
Ⅰ.SEARCH FOR TRUE INSIGHT
1.Create an insight springboard
Research-itis
Competition：what market are we really in？
Consumer：opening the door to your brand
Brand：look back, look forward
Company：where should we fish for growth？
Checklist 1：Create an insight springboard
Ⅱ.THE VISIONING JOURNEY
2.What are you going to fight for？
Bland not brand
The brand manifesto
Writing the story of your brand
Checklist 2：What are you going to fight for？
3.Where’s the sausage？
Brandicide
Back to why brands were born
The power of the product
Searching for truth
Sharpening the vision
Checklist 3：Where’s the sausage？
4.Sizzle that sells
Leave the ladder in the garage
Pasta sauce or Prada？
Selling your product story
The Geek Squad.
Brand personality devices
Bringing your personality to life
Put some pizzaz in your personality
Checklist 4：Sizzle that sells
Handover
5.Big brand ideas beat brand essence
What’s the big idea？
Your brand story takes shape
Eureka moments.
Checklist 5：Big brand ideas
Ⅲ.BRING THE VISION TO LIFE
6.Test drive the vision
Consumers are not marketing directors
Think less, do more
Exploration has its limits
Bring your vision to life
Getting the most out of research
Time to sign up
Make it real
Checklist 6：Test drive the vision
Ⅳ.BRAND-LED BUSINESS
7.Beyond brandwashing to true engagement
Brandwashing
Focus on fundamentals
Step 1：Hire the right people and treat them right
Step 2：Make it easier to do the right thing
Step 3：Lead by example
Step 4：Sell the cake not the recipe
The 5-month itch
Checklist 7：Beyond brandwashing to true engagement
8.Create hero products
Kill the dwarves
Start close to home
iPod：the hero of a new vision
Virtual venture capital
Elastic brands
Family ties
Checklist 8：Create hero products
9.Communicating without ego tripping
Brand ego tripping：the movie
Getting a killer mix
Design：The face of your new vision
Communication with cut-through
When you hit gold…
The Tyskie turnaround
Checklist 9：Communicating without ego tripping
Brand Vision to Action Toolkit
brandgym network
References
Index
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