Title: Brand vision
First published: 2006
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.   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 ...
Subjects: Product management, Brand name products, Employee motivation, Business, Nonfiction, Selling
LC classification: HD69.B7 T395 2006