For brands of all shapes and sizes, a great vision can inspire and guide brilliant marketing that creates more meaning, clarity and differentiation for consumers and employees. However, most visioning projects sink without trace under the weight of theory, complexity and lack of focus. Now, David Taylor brings his trademark no-nonsense approach to this critical area. brandvision shows how to create a truly inspiring vision that really will drive growth, illustrated with cases including T-Mobile, Dove, Porsche, Absolut and James Bond. "brandvision cuts to the chase and provides refreshingly…mehr
For brands of all shapes and sizes, a great vision can inspire and guide brilliant marketing that creates more meaning, clarity and differentiation for consumers and employees. However, most visioning projects sink without trace under the weight of theory, complexity and lack of focus. Now, David Taylor brings his trademark no-nonsense approach to this critical area. brandvision shows how to create a truly inspiring vision that really will drive growth, illustrated with cases including T-Mobile, Dove, Porsche, Absolut and James Bond. "brandvision cuts to the chase and provides refreshingly candid insights and practical how-to information. That's why it is required reading for the all MBAs and Executives who come to INSEAD to learn about branding. Read it. It will change the way you do business." --Pierre Chandon, Assistant Professor of Marketing, INSEAD "This is one of the first books that tackles the real challenges of 21st Century brand building and offers practical solutions to overcome them. If you are looking for help to really understand your customers, position your brand and engage your organisation, you should start with brandvision." --Mark Ritson, Associate Professor of Marketing, Melbourne Business School "David's passion for great brands which inspire is infectious. He offers an easy to use toolkit to help on the journey to brand greatness, always challenging, but with a gift for keeping things down-to-earth and practical." --Phil Chapman, Marketing Director, T-Mobile UK "Do you have the ambition to create a brand as powerful as Absolut? If so, then this book provides the inspiration and practical advice you need. It's packed with fascinating case studies to help you create an inspiring vision, and turn it into a brilliant marketing mix." --Michael Persson, Global Brand Director, Absolut "If you want to build a truly unique and authentic brand, David's book is a great place to start. It shows how companies like the Geek Squad have created a differentiated point-of-view and inspiring vision, and offers valuable insights on how to create your own." --Robert Stephens, Founder and Chief Inspector, The Geek Squad "Keeping a copy of brandvision close by is like having a legal performance-enhancing drug for your business." --Hugh Burkitt, Chief Executive, The Marketing SocietyHinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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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