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.
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About the Author
Table of ContentsWarning: Don’t Read This Book.
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.
I. SEARCH FOR TRUE INSIGHT.
1. Create an insight springboard.
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?
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.
5. Big brand ideas beat brand essence.
What’s the big idea?
Your brand story takes shape.
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.
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.
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.
What People are Saying About This
"…what Taylor has done…is set out a process to achieve exactly what the book says: create a brand vision…" (Brand Strategy, March 2007)