Brand Vision

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 or size.