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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…mehr
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 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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Autorenporträt
David Taylor is Founder and Managing Partner of thebrandgym, 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, thebrandgym, quickly became Amazon.co.uk's best-selling branding title; his sequel, brandstretch, 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 Strategy and Marketing Business.
Inhaltsangabe
Warning: don't read this book xi Tools xi brandgym network xi brandgym.com xii wheresthesausage.com xii The Oscar Acceptance Speech xiii Introduction: be a brand CEO, not a strategy tourist 1 We're busy. Do we really need a vision? 1 Why so much strategy sucks 6 The strategy tourism guidebook 10 The T-Mobile story 15 Fits all sizes and shapes 26 Over to you 29 Checklist: Introduction 31 I. Search for True Insight 33 1. Create an insight springboard 37 Research-itis 37 Competition: what market are we really in? 38 Consumer: opening the door to your brand 42 Brand: look back, look forward 52 Company: where should we fish for growth? 56 Checklist 1: Create an insight springboard 58 II. The Visioning Journey 61 2. What are you going to fight for? 65 Bland not brand 66 The brand manifesto 67 Writing the story of your brand 69 Checklist 2: What are you going to fight for? 72 3. Where's the sausage? 77 Brandicide 79 Back to why brands were born 84 The power of the product 85 Searching for truth 89 Sharpening the vision 95 Checklist 3: Where's the sausage? 96 4. Sizzle that sells 101 Leave the ladder in the garage 101 Pasta sauce or Prada? 103 Selling your product story 106 The Geek Squad 109 Brand personality devices 113 Bringing your personality to life 115 Put some pizzaz in your personality 117 Checklist 4: Sizzle that sells 118 Handover 119 5. Big brand ideas beat brand essence 123 What's the big idea? 123 Your brand story takes shape 127 Eureka moments 129 Checklist 5: Big brand ideas 129 III. Bring the Vision to Life 131 6. Test drive the vision 135 Consumers are not marketing directors 135 Think less, do more 135 Exploration has its limits 137 Bring your vision to life 141 Getting the most out of research 144 Time to sign up 147 Make it real 151 Checklist 6: Test drive the vision 153 IV. Brand-led Business 155 7. Beyond brandwashing to true engagement 159 Brandwashing 159 Focus on fundamentals 163 Step 1: Hire the right people and treat them right 164 Step 2: Make it easier to do the right thing 168 Step 3: Lead by example 171 Step 4: Sell the cake not the recipe 171 The 5-month itch 175 Checklist 7: Beyond brandwashing to true engagement 176 8. Create hero products 179 Kill the dwarves 179 Start close to home 181 iPod: the hero of a new vision 187 Virtual venture capital 189 Elastic brands 190 Family ties 196 Checklist 8: Create hero products 199 9. Communicating without ego tripping 203 Brand ego tripping: the movie 203 Getting a killer mix 206 Design: The face of your new vision 211 Communication with cut-through 213 When you hit gold . . . 221 The Tyskie turnaround 224 Checklist 9: Communicating without ego tripping 230 Brand Vision to Action Toolkit 231 brandgym network 251 References 253 Index 255
Warning: don't read this book xi Tools xi brandgym network xi brandgym.com xii wheresthesausage.com xii The Oscar Acceptance Speech xiii Introduction: be a brand CEO, not a strategy tourist 1 We're busy. Do we really need a vision? 1 Why so much strategy sucks 6 The strategy tourism guidebook 10 The T-Mobile story 15 Fits all sizes and shapes 26 Over to you 29 Checklist: Introduction 31 I. Search for True Insight 33 1. Create an insight springboard 37 Research-itis 37 Competition: what market are we really in? 38 Consumer: opening the door to your brand 42 Brand: look back, look forward 52 Company: where should we fish for growth? 56 Checklist 1: Create an insight springboard 58 II. The Visioning Journey 61 2. What are you going to fight for? 65 Bland not brand 66 The brand manifesto 67 Writing the story of your brand 69 Checklist 2: What are you going to fight for? 72 3. Where's the sausage? 77 Brandicide 79 Back to why brands were born 84 The power of the product 85 Searching for truth 89 Sharpening the vision 95 Checklist 3: Where's the sausage? 96 4. Sizzle that sells 101 Leave the ladder in the garage 101 Pasta sauce or Prada? 103 Selling your product story 106 The Geek Squad 109 Brand personality devices 113 Bringing your personality to life 115 Put some pizzaz in your personality 117 Checklist 4: Sizzle that sells 118 Handover 119 5. Big brand ideas beat brand essence 123 What's the big idea? 123 Your brand story takes shape 127 Eureka moments 129 Checklist 5: Big brand ideas 129 III. Bring the Vision to Life 131 6. Test drive the vision 135 Consumers are not marketing directors 135 Think less, do more 135 Exploration has its limits 137 Bring your vision to life 141 Getting the most out of research 144 Time to sign up 147 Make it real 151 Checklist 6: Test drive the vision 153 IV. Brand-led Business 155 7. Beyond brandwashing to true engagement 159 Brandwashing 159 Focus on fundamentals 163 Step 1: Hire the right people and treat them right 164 Step 2: Make it easier to do the right thing 168 Step 3: Lead by example 171 Step 4: Sell the cake not the recipe 171 The 5-month itch 175 Checklist 7: Beyond brandwashing to true engagement 176 8. Create hero products 179 Kill the dwarves 179 Start close to home 181 iPod: the hero of a new vision 187 Virtual venture capital 189 Elastic brands 190 Family ties 196 Checklist 8: Create hero products 199 9. Communicating without ego tripping 203 Brand ego tripping: the movie 203 Getting a killer mix 206 Design: The face of your new vision 211 Communication with cut-through 213 When you hit gold . . . 221 The Tyskie turnaround 224 Checklist 9: Communicating without ego tripping 230 Brand Vision to Action Toolkit 231 brandgym network 251 References 253 Index 255
Rezensionen
"...what Taylor has done...is set out a process to achieve exactly what the book says: create a brand vision..." (Brand Strategy, March 2007)
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