Brand Vision
How to Energize Your Team to Drive Business Growth
Published on 13. March 2007
284 pages
978-0-470-06094-0 (ISBN)
Description
David Taylor's third book lifts the lid on why so many brandvisioning projects end in failure: an overly theoretical andcomplex approach he calls 'strategy tourism'. By contrast, hisstraightforward, no-nonsense programme will ensure that you end upwith an inspiring vision and a hands-on action plan to drivegrowth.
Designed in a highly practical format, brandvision shows how tolead your team on a step-by-step 'visioning journey' that buildsengagement, energy and alignment. Powerful tips, tools and trickshelp you start applying the principles to your business today:
* Searching for true insight: creating a springboard forvisioning by using different 'insight catalysts' that coverconsumers, markets and competition
* The visioning journey: creating a compelling brand purpose, abig idea and a rallying call; combining product 'sausage' andemotional 'sizzle'
* Test-driving the vision: bringing the vision to life byexploring it within your business and with consumers
* Brand-led business: translating the vision into a businessbuilding mix that covers 'hero product' innovation, communicationand internal engagement
Thought-provoking and irreverent, brandvision demonstrates allthe dos and don'ts of brand visioning with many stories of success(and screw-ups) including T-Mobile, Dove, Porsche, Absolut andJames Bond. It is an invaluable toolkit for anyone interested inrethinking a brand vision - whatever its shape or size.
Designed in a highly practical format, brandvision shows how tolead your team on a step-by-step 'visioning journey' that buildsengagement, energy and alignment. Powerful tips, tools and trickshelp you start applying the principles to your business today:
* Searching for true insight: creating a springboard forvisioning by using different 'insight catalysts' that coverconsumers, markets and competition
* The visioning journey: creating a compelling brand purpose, abig idea and a rallying call; combining product 'sausage' andemotional 'sizzle'
* Test-driving the vision: bringing the vision to life byexploring it within your business and with consumers
* Brand-led business: translating the vision into a businessbuilding mix that covers 'hero product' innovation, communicationand internal engagement
Thought-provoking and irreverent, brandvision demonstrates allthe dos and don'ts of brand visioning with many stories of success(and screw-ups) including T-Mobile, Dove, Porsche, Absolut andJames Bond. It is an invaluable toolkit for anyone interested inrethinking a brand vision - whatever its shape or size.
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Other editions
Additional editions
Book
12/2006
1st Edition
Wiley
€50.50
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Person
David Taylor is Founder and Managing Partner ofthebrandgym, a network of brand coaches that helps teamsdevelop an inspiring vision and the action plans to turn itinto growth.
David was recently named by the CIM as one of the world's 50top marketing thinkers. He has worked with many acclaimed companiesincluding T-Mobile, Unilever, Kraft, the BBC and SAB Miller to helpthem boost performance. He began in brand management with P&Gbefore completing an MBA at INSEAD, France. He then started andsuccessfully grew the Paris office of Added Value, Europe'sleading marketing consultancy (now part of WPP).
David is the author of two previous books. His first,thebrandgym, quickly became Amazon.co.uk'sbest-selling branding title; his sequel, brandstretch, wasthe world's first and only focused examination of brandextension. He is a regular speaker at conferences and in the media,having written for publications including The Guardian,Marketing, Market Leader, Brand Strategy and MarketingBusiness.
David was recently named by the CIM as one of the world's 50top marketing thinkers. He has worked with many acclaimed companiesincluding T-Mobile, Unilever, Kraft, the BBC and SAB Miller to helpthem boost performance. He began in brand management with P&Gbefore completing an MBA at INSEAD, France. He then started andsuccessfully grew the Paris office of Added Value, Europe'sleading marketing consultancy (now part of WPP).
David is the author of two previous books. His first,thebrandgym, quickly became Amazon.co.uk'sbest-selling branding title; his sequel, brandstretch, wasthe world's first and only focused examination of brandextension. He is a regular speaker at conferences and in the media,having written for publications including The Guardian,Marketing, Market Leader, Brand Strategy and MarketingBusiness.
Content
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.
