Brand vision : how to energize your team to drive business growth /
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chichester, West Sussex, England ;
John Wiley & Sons,
c2006.
Hoboken, NJ : |
| Subjects: | |
| Online Access: | http://www.loc.gov/catdir/toc/ecip072/2006033488.html http://www.loc.gov/catdir/enhancements/fy0741/2006033488-d.html |
Table of Contents:
- Introduction : be a brand CEO not a strategy tourist
- Search for true insight
- Create an insight springboard
- The visioning journey
- What are you going to fight for?
- Whereʹs the sausage?
- Sizzle that sells
- Big brand ideas beats brand essence
- Bring the vision to life
- Test drive your vision
- Brand-led business
- Beyond brandwashing to true engagement
- Create hero products
- Communicating without ego tripping.