Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics

This book is based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy.

In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in ...