BRAND VISION - HOW TO ENERGIZE YOUR TEAM TO DRIVE BUSINESS GROWTH
作者： David Taylor 著
出版社：Oversea Publishing House 2007-2-1
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.
