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? --
Where's 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.

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. From the Inside Flap
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.
From the Back Cover
For brands of all shapes and sizes, a great vision can inspire and guide brilliant marketing that creates more meaning, clarity and differentiation for consumers and employees. However, most visioning projects sink without trace under the weight of theory, complexity and lack of focus. Now, David Taylor brings his trademark no–nonsense approach to this critical area. brandvision shows how to create a truly inspiring vision that really will drive growth, illustrated with cases including T–Mobile, Dove, Porsche, Absolut and James Bond. "brandvision cuts to the chase and provides refreshingly candid insights and practical how–to information. That′s why it is required reading for the all MBAs and Executives who come to INSEAD to learn about branding. Read it. It will change the way you do business." — Pierre Chandon, Assistant Professor of Marketing, INSEAD "This is one of the first books that tackles the real challenges of 21st Century brand building and offers practical solutions to overcome them. If you are looking for help to really understand your customers, position your brand and engage your organisation, you should start with brandvision." — Mark Ritson, Associate Professor of Marketing, Melbourne Business School "David′s passion for great brands which inspire is infectious. He offers an easy to use toolkit to help on the journey to brand greatness, always challenging, but with a gift for keeping things down–to–earth and practical." — Phil Chapman, Marketing Director, T–Mobile UK "Do you have the ambition to create a brand as powerful as Absolut? If so, then this book provides the inspiration and practical advice you need. It′s packed with fascinating case studies to help you create an inspiring vision, and turn it into a brilliant marketing mix." — Michael Persson, Global Brand Director, Absolut "If you want to build a truly unique and authentic brand, David’s book is a great place to start. It shows how companies like the Geek Squad have created a differentiated point–of–view and inspiring vision, and offers valuable insights on how to create your own." — Robert Stephens, Founder and Chief Inspector, The Geek Squad "Keeping a copy of brandvision close by is like having a legal performance–enhancing drug for your business." — Hugh Burkitt, Chief Executive, The Marketing Society