Brand Vision : The Clear Line of Sight Aligning Business Strategy and Marketing Tactics.

Format:

Book

Author/Creator:

Everhart, James.

Series:

Marketing collection.

Business Expert Press marketing collection

Language:

English

Subjects (All):

Business planning.

Marketing.

Physical Description:

1 online resource (204 pages)

Edition:

First edition.

Place of Publication:

New York : Business Expert Press, 2022.

Summary:

Brand vision: the clear line of sight aligning marketing tactics and business strategy hopes to change that by offering simple, easily implemented tools connecting a company's marketing program to its business strategy. It's based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country's largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.

Contents:

Part I. Strategy: insight that activates. Chapter 1. Positioning: who are you? ; Chapter 2. Business objectives

Part II. Audience: intelligence that resonates. Chapter 3. The market ; Chapter 4. The buying team

Part III. Creative: concepts that captivate. Chapter 5. The story ; Chapter 6. The content

Part IV. Campaigns: marketing that orchestrates. Chapter 7. Media and integration ; Chapter 8. Developing campaigns

Part V. Measurement: analytics that illuminate. Chapter 9. Optimization ; Chapter 10. Return on investment

Closing thoughts

Appendix A. The brand vision creative brief

Appendix B. The brand vision ROI dashboard.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781637421741

1637421745

OCLC:

1291318415