Product 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 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.

Product Details

• Amazon Sales Rank: #427407 in Books
• Published on: 2006-12-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 284 pages

Review
"…what Taylor has done…is set out a process to achieve exactly what the book says: create a brand vision…" (Brand Strategy, March 2007)

Review
 “…what Taylor has done…is set out a process to achieve exactly what the book says: create a brand vision…” (Brand Strategy, March 2007)

From the Inside Flap
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. 

Customer Reviews

Effective techniques from a leading practioner
David Taylor has been there and done it with many leading brands. Now he is consulting and advising many others, and this book shows you why.

Essential Reading
This book is well worth a read: a practical approach to real life issues. One of the best books on brands I've read.

So right!
When so much is written about brands and how to develop them,
and when so much of what is written is superficial or too narrowly defined,
this is refreshingly good. A deep understanding of the subject underpins
a straightforward approach to generating growth using that precious
ingredient, brand equity. Looking forward to the next in the series.