Brand Vision: How To Energize Your Team To Drive Business Growth

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Brand Vision is a practical and action-oriented guide that will help teams create a compelling and inspirational vision, and ensure it gets translated into action throughout the business to drive growth. The book is the first to focus on the subject of brand vision and go in depth about each stage of the process. It features exclusive research done by the brand gym as well as front-line experience from over 100 brand-visioning projects. The book explores a new approach in an unpublished area - using brand visionto bring together, inspire and energize teams. This hands-on guide will direct, with ease, the reader to examine ways that they, as practitioners, can drive growth from their own teams and brand. About The Author David Taylor is Founder and Managing Partner of the brandgym, a network of brand coaches that helps teams develop an inspiring vision and the action plans to turn it into growth. 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&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). David is the author of two previous books. His first, the brandgym, quickly became Amazon.co.uk's best-selling branding title; his sequel, brand stretch, 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 The Guardian, Marketing, Market Leader, Brand Strategyand Marketing Business. Table Of Contents Warning: Don't Read This Book Tools 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 Create an insight springboard Research-it is 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 The Visioning Journey 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? Where's the sausage? Brandice Back to why brands were born The power of the product Searching for truth Sharpening the vision Checklist 3: Where's the sausage? 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 Big brand ideas beat brand essence What's the big idea? Your brand story takes shape Eureka moments Checklist 5: Big brand ideas Bring The Vision To Life 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 Brand-Led Business Beyond brand washing to true engagement Brand washing 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 brand washing to true engagement 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 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