Brandvision

Warning: Don't read this book
- Tools
- Brandgym network
- Brandgym.com

The Oscar Acceptance Speech

Introduction: be a brand leader 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?
Consumers: 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?
Brand not bland
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

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 your 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 the fundamentals
Step 1: Hire the right people and treat them right
Step 2: Make it easier to do the right things
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. Create hero products
Kill the dwarves
Start close to home
iPod: the hero of a new vision
Virtual venture capital
Elastic brands
Family ties
Checklist 8: Create hero products

9. Communicating without ego tripping
Brand ego tripping: the movie
Getting a killer mix
The face of your new vision
Communication with cut through
When you hit gold….
The Tyskie turnaround
Checklist 9: Communicating without ego tripping

Brand Vision to Action Toolkit
brandgym network

References
Index