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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 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