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Тип книги: book ( Книга / Аудиокнига ) Категория книги: зарубежная деловая литература Год издания: Паблишер: John Wiley & Sons Limited Серии:
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.
Электронная Библиотека
:Мария Быкова
Brand Vision - Группа авторов
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Тип книги: book ( Книга / Аудиокнига )
Категория книги: зарубежная деловая литература
Год издания:
Паблишер: John Wiley & Sons Limited
Серии:
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.
Ссылка на книгу » https://go.wmlogs.com/yti/NIDDINjRodHRwczovL3d3dy5saXRyZXMucnUvNDM0OTE4NzcvP2xmcm9tPTI5MDI0OIDM
Читать онлайн: https://go.wmlogs.com/yti/PQZZQPTFodHRwczovL3d3dy5saXRyZXMucnUvcGFnZXMvcXVpY2tyZWFkLz9hcnQ9NDM0OTE4Nzcmc2tpbj1ub3JtYWwmbGZyb209MjkwMjQ4MjY0Jmw9MjkwMjQ4MjY0JndpZGdldD0xLjAwJmlmcmFtmcm
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