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Brand vision: how to energize your team to drive business growth

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Bibliographische Detailangaben
1. Verfasser:	Taylor, David (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Chichester u.a. Wiley 2006
Schlagworte:	Brand name products Product management Employee motivation Markenpolitik
Online-Zugang:	Inhaltsverzeichnis Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references (p. [253] - 254) and index
Beschreibung:	XII, 270 S. Ill., graph. Darst.
ISBN:	0470028351

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Datensatz im Suchindex

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adam_text	Contents 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 viii CONTENTS 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 CONTENTS ix 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
adam_txt	Contents 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 viii CONTENTS 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 CONTENTS ix 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
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author	Taylor, David
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author_sort	Taylor, David
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callnumber-first	H - Social Science
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ctrlnum	(OCoLC)72699680 (DE-599)DNB 2006033488
dewey-full	658.8/27
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
dewey-raw	658.8/27
dewey-search	658.8/27
dewey-sort	3658.8 227
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
discipline_str_mv	Wirtschaftswissenschaften
format	Book
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isbn	0470028351
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spelling	Taylor, David Verfasser aut Brand vision how to energize your team to drive business growth David Taylor Chichester u.a. Wiley 2006 XII, 270 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [253] - 254) and index Brand name products Product management Employee motivation Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s DE-604 http://www.loc.gov/catdir/toc/ecip072/2006033488.html Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015704053&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Taylor, David Brand vision how to energize your team to drive business growth Brand name products Product management Employee motivation Markenpolitik (DE-588)4144679-3 gnd
subject_GND	(DE-588)4144679-3
title	Brand vision how to energize your team to drive business growth
title_auth	Brand vision how to energize your team to drive business growth
title_exact_search	Brand vision how to energize your team to drive business growth
title_exact_search_txtP	Brand vision how to energize your team to drive business growth
title_full	Brand vision how to energize your team to drive business growth David Taylor
title_fullStr	Brand vision how to energize your team to drive business growth David Taylor
title_full_unstemmed	Brand vision how to energize your team to drive business growth David Taylor
title_short	Brand vision
title_sort	brand vision how to energize your team to drive business growth
title_sub	how to energize your team to drive business growth
topic	Brand name products Product management Employee motivation Markenpolitik (DE-588)4144679-3 gnd
topic_facet	Brand name products Product management Employee motivation Markenpolitik
url	http://www.loc.gov/catdir/toc/ecip072/2006033488.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015704053&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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