Brand Vision (PDF)

Warning: Don't Read This Book. Tools. brandgym network. brandgym.com. wheresthesausage.com. The Oscar Acceptance Speech. Introduction: be a brand CEO, not a strategy tourist. We're busy. Do we really need a vision? Why so much strategy sucks. The strategy tourism guidebook. The T-Mobile story. Fits all sizes and shapes. Over to you. Checklist: Introduction. I. SEARCH FOR TRUE INSIGHT. 1. Create an insight springboard. Research-itis. Competition: what market are we really in? Consumer: opening the door to your brand. Brand: look back, look forward. Company: where should we fish for growth?. Checklist 1: Create an insight springboard. II. THE VISIONING JOURNEY. 2. What are you going to fight for? Bland not brand. The brand manifesto. Writing the story of your brand. Checklist 2: What are you going to fight for? 3. Where's the sausage? Brandicide. Back to why brands were born. The power of the product. Searching for truth. Sharpening the vision. Checklist 3: Where's the sausage? 4. Sizzle that sells. Leave the ladder in the garage. Pasta sauce or Prada? Selling your product story. The Geek Squad. Brand personality devices. Bringing your personality to life. Put some pizzaz in your personality. Checklist 4: Sizzle that sells. Handover. 5. Big brand ideas beat brand essence. What's the big idea? Your brand story takes shape. Eureka moments. Checklist 5: Big brand ideas. III. BRING THE VISION TO LIFE. 6. Test drive the vision. Consumers are not marketing directors. Think less, do more. Exploration has its limits. Bring your vision to life. Getting the most out of research. Time to sign up. Make it real. Checklist 6: Test drive the vision. IV. BRAND-LED BUSINESS. 7. Beyond brandwashing to true engagement. Brandwashing. Focus on fundamentals. Step 1: Hire the right people and treat them right. Step 2: Make it easier to do the right thing. Step 3: Lead by example. Step 4: Sell the cake not the recipe. The 5-month itch. Checklist 7: Beyond brandwashing to true engagement. 8.

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.

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