{"product_id":"brand-vision-isbn-9780470028353","title":"Brand Vision","description":"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.  \u003cp\u003eDesigned 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eSearching for true insight: creating a springboard for visioning by using different 'insight catalysts' that cover consumers, markets and competition\u003c\/li\u003e \u003cli\u003eThe visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product 'sausage' and emotional 'sizzle'\u003c\/li\u003e \u003cli\u003eTest-driving the vision: bringing the vision to life by exploring it within your business and with consumers\u003c\/li\u003e \u003cli\u003eBrand-led business: translating the vision into a business building mix that covers 'hero product' innovation, communication and internal engagement\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThought-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.\u003c\/p\u003e \u003cp\u003eWarning: don’t read this book xi\u003c\/p\u003e \u003cp\u003eTools xi\u003c\/p\u003e \u003cp\u003ebrandgym network xi\u003c\/p\u003e \u003cp\u003ebrandgym.com xii\u003c\/p\u003e \u003cp\u003ewheresthesausage.com xii\u003c\/p\u003e \u003cp\u003eThe Oscar Acceptance Speech xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction: be a brand CEO, not a strategy tourist 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWe’re busy. Do we really need a vision? 1\u003c\/p\u003e \u003cp\u003eWhy so much strategy sucks 6\u003c\/p\u003e \u003cp\u003eThe strategy tourism guidebook 10\u003c\/p\u003e \u003cp\u003eThe T-Mobile story 15\u003c\/p\u003e \u003cp\u003eFits all sizes and shapes 26\u003c\/p\u003e \u003cp\u003eOver to you 29\u003c\/p\u003e \u003cp\u003eChecklist: Introduction 31\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI. Search for True Insight 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. Create an insight springboard 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eResearch-itis 37\u003c\/p\u003e \u003cp\u003eCompetition: what market are we really in? 38\u003c\/p\u003e \u003cp\u003eConsumer: opening the door to your brand 42\u003c\/p\u003e \u003cp\u003eBrand: look back, look forward 52\u003c\/p\u003e \u003cp\u003eCompany: where should we fish for growth? 56\u003c\/p\u003e \u003cp\u003eChecklist 1: Create an insight springboard 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII. The Visioning Journey 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. What are you going to fight for? 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBland not brand 66\u003c\/p\u003e \u003cp\u003eThe brand manifesto 67\u003c\/p\u003e \u003cp\u003eWriting the story of your brand 69\u003c\/p\u003e \u003cp\u003eChecklist 2: What are you going to fight for? 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Where’s the sausage? 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrandicide 79\u003c\/p\u003e \u003cp\u003eBack to why brands were born 84\u003c\/p\u003e \u003cp\u003eThe power of the product 85\u003c\/p\u003e \u003cp\u003eSearching for truth 89\u003c\/p\u003e \u003cp\u003eSharpening the vision 95\u003c\/p\u003e \u003cp\u003eChecklist 3: Where’s the sausage? 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Sizzle that sells 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLeave the ladder in the garage 101\u003c\/p\u003e \u003cp\u003ePasta sauce or Prada? 103\u003c\/p\u003e \u003cp\u003eSelling your product story 106\u003c\/p\u003e \u003cp\u003eThe Geek Squad 109\u003c\/p\u003e \u003cp\u003eBrand personality devices 113\u003c\/p\u003e \u003cp\u003eBringing your personality to life 115\u003c\/p\u003e \u003cp\u003ePut some pizzaz in your personality 117\u003c\/p\u003e \u003cp\u003eChecklist 4: Sizzle that sells 118\u003c\/p\u003e \u003cp\u003eHandover 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Big brand ideas beat brand essence 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s the big idea? 123\u003c\/p\u003e \u003cp\u003eYour brand story takes shape 127\u003c\/p\u003e \u003cp\u003eEureka moments 129\u003c\/p\u003e \u003cp\u003eChecklist 5: Big brand ideas 129\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII. Bring the Vision to Life 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Test drive the vision 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConsumers are not marketing directors 135\u003c\/p\u003e \u003cp\u003eThink less, do more 135\u003c\/p\u003e \u003cp\u003eExploration has its limits 137\u003c\/p\u003e \u003cp\u003eBring your vision to life 141\u003c\/p\u003e \u003cp\u003eGetting the most out of research 144\u003c\/p\u003e \u003cp\u003eTime to sign up 147\u003c\/p\u003e \u003cp\u003eMake it real 151\u003c\/p\u003e \u003cp\u003eChecklist 6: Test drive the vision 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV. Brand-led Business 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Beyond brandwashing to true engagement 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrandwashing 159\u003c\/p\u003e \u003cp\u003eFocus on fundamentals 163\u003c\/p\u003e \u003cp\u003eStep 1: Hire the right people and treat them right 164\u003c\/p\u003e \u003cp\u003eStep 2: Make it easier to do the right thing 168\u003c\/p\u003e \u003cp\u003eStep 3: Lead by example 171\u003c\/p\u003e \u003cp\u003eStep 4: Sell the cake not the recipe 171\u003c\/p\u003e \u003cp\u003eThe 5-month itch 175\u003c\/p\u003e \u003cp\u003eChecklist 7: Beyond brandwashing to true engagement 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Create hero products 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKill the dwarves 179\u003c\/p\u003e \u003cp\u003eStart close to home 181\u003c\/p\u003e \u003cp\u003eiPod: the hero of a new vision 187\u003c\/p\u003e \u003cp\u003eVirtual venture capital 189\u003c\/p\u003e \u003cp\u003eElastic brands 190\u003c\/p\u003e \u003cp\u003eFamily ties 196\u003c\/p\u003e \u003cp\u003eChecklist 8: Create hero products 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9. Communicating without ego tripping 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand ego tripping: the movie 203\u003c\/p\u003e \u003cp\u003eGetting a killer mix 206\u003c\/p\u003e \u003cp\u003eDesign: The face of your new vision 211\u003c\/p\u003e \u003cp\u003eCommunication with cut-through 213\u003c\/p\u003e \u003cp\u003eWhen you hit gold . . . 221\u003c\/p\u003e \u003cp\u003eThe Tyskie turnaround 224\u003c\/p\u003e \u003cp\u003eChecklist 9: Communicating without ego tripping 230\u003c\/p\u003e \u003cp\u003eBrand Vision to Action Toolkit 231\u003c\/p\u003e \u003cp\u003ebrandgym network 251\u003c\/p\u003e \u003cp\u003eReferences 253\u003c\/p\u003e \u003cp\u003eIndex 255\u003c\/p\u003e \"…what Taylor has done…is set out a process to achieve exactly what the book says: create a brand vision…\" (\u003ci\u003eBrand Strategy,\u003c\/i\u003e March 2007)  \u003cb\u003eDavid Taylor\u003c\/b\u003e is Founder and Managing Partner of \u003cb\u003ethebrandgym,\u003c\/b\u003e a network of brand coaches that helps teams develop an inspiring vision \u003ci\u003eand\u003c\/i\u003e the action plans to turn it into growth.\u003cbr\u003e David was recently named by the CIM as one of the world’s 50 top marketing thinkers. He has worked with many acclaimed companies including T-Mobile, Unilever, Kraft, the BBC and SAB Miller to help them boost performance. He began in brand management with P\u0026amp;G before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe’s leading marketing consultancy (now part of WPP).\u003cbr\u003e David is the author of two previous books. His first, \u003cb\u003ethebrandgym\u003c\/b\u003e, quickly became Amazon.co.uk’s best-selling branding title; his sequel, \u003cb\u003ebrandstretch\u003c\/b\u003e, was the world’s first and only focused examination of brand extension. He is a regular speaker at conferences and in the media, having written for publications including \u003ci\u003eThe Guardian, Marketing, Market Leader, Brand Strategy\u003c\/i\u003e and \u003ci\u003eMarketing Business\u003c\/i\u003e.  \u003ca id=\"JACKET_COPY\" name=\"JACKET_COPY\"\u003e\u003cb\u003eDavid Taylor’s\u003c\/b\u003e 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 \u003ci\u003eand\u003c\/i\u003e a hands-on action plan to drive growth.\u003c\/a\u003e  \u003cp\u003eDesigned in a highly practical format, \u003cb\u003ebrandvision\u003c\/b\u003e 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e\n\u003cb\u003eSearching for true insight:\u003c\/b\u003e creating a springboard for visioning by using different ‘insight catalysts’ that cover consumers, markets and competition\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eThe visioning journey:\u003c\/b\u003e creating a compelling brand purpose, a big idea and a rallying call; combining product ‘sausage’ and emotional ‘sizzle’\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eTest-driving the vision:\u003c\/b\u003e bringing the vision to life by exploring it within your business and with consumers\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eBrand-led business:\u003c\/b\u003e translating the vision into a business building mix that covers ‘hero product’ innovation, communication and internal engagement\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThought-provoking and irreverent, \u003cb\u003ebrandvision\u003c\/b\u003e 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. \u003c\/p\u003e  For brands of all shapes and sizes, a great vision can inspire and guide brilliant marketing that creates more meaning, clarity and differentiation for consumers and employees. However, most visioning projects sink without trace under the weight of theory, complexity and lack of focus. Now, David Taylor brings his trademark no-nonsense approach to this critical area.\u003cbr\u003e \u003cb\u003ebrandvision\u003c\/b\u003e shows how to create a truly inspiring vision that really will drive growth, illustrated with cases including T-Mobile, Dove, Porsche, Absolut and James Bond.  \u003cp\u003e\"brandvision cuts to the chase and provides refreshingly candid insights and practical how-to information. That's why it is required reading for the all MBAs and Executives who come to INSEAD to learn about branding. Read it. It will change the way you do business.\"\u003cbr\u003e —\u003cb\u003ePierre Chandon, Assistant Professor of Marketing, INSEAD\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"This is one of the first books that tackles the real challenges of 21st Century brand building and offers practical solutions to overcome them. If you are looking for help to really understand your customers, position your brand and engage your organisation, you should start with brandvision.\"\u003cbr\u003e —\u003cb\u003eMark Ritson, Associate Professor of Marketing, Melbourne Business School\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"David's passion for great brands which inspire is infectious. He offers an easy to use toolkit to help on the journey to brand greatness, always challenging, but with a gift for keeping things down-to-earth and practical.\"\u003cbr\u003e —\u003cb\u003ePhil Chapman, Marketing Director, T-Mobile UK\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Do you have the ambition to create a brand as powerful as Absolut? If so, then this book provides the inspiration and practical advice you need. It's packed with fascinating case studies to help you create an inspiring vision, and turn it into a brilliant marketing mix.\"\u003cbr\u003e —\u003cb\u003eMichael Persson, Global Brand Director, Absolut\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"If you want to build a truly unique and authentic brand, David’s book is a great place to start. It shows how companies like the Geek Squad have created a differentiated point-of-view and inspiring vision, and offers valuable insights on how to create your own.\"\u003cbr\u003e —\u003cb\u003eRobert Stephens, Founder and Chief Inspector, The Geek Squad\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Keeping a copy of brandvision close by is like having a legal performance-enhancing drug for your business.\"\u003cbr\u003e —\u003cb\u003eHugh Burkitt, Chief Executive, The Marketing Society\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854522085,"sku":"NP9780470028353","price":54.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470028353.jpg?v=1761781789","url":"https:\/\/k12savings.com\/products\/brand-vision-isbn-9780470028353","provider":"K12savings","version":"1.0","type":"link"}