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Book chapter
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Reference no. BEP10997
Chapter from: "Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics"
Published by: Business Expert Press
Originally published in: 2022

Abstract

This chapter is excerpted from 'Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics'. In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company's employees, on average, are unaware of or do not understand its strategy. 'Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics' 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. The author developed and honed these tools in countless presentations to clients, using them to help companies define their business strategy, understand their audiences, develop creative that captivates and engages, create high-impact campaigns, and measure the success of their efforts. The author looks forward to sharing these tools with both marketing professionals and corporate executives who want their business strategies to come alive in their marketing. Brand Vision combines Seth Godin's elegant thinking, Guerrilla Marketing's straightforward simplicity, and Blue Ocean Strategy's revolutionary approach.

About

Abstract

This chapter is excerpted from 'Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics'. In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company's employees, on average, are unaware of or do not understand its strategy. 'Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics' 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. The author developed and honed these tools in countless presentations to clients, using them to help companies define their business strategy, understand their audiences, develop creative that captivates and engages, create high-impact campaigns, and measure the success of their efforts. The author looks forward to sharing these tools with both marketing professionals and corporate executives who want their business strategies to come alive in their marketing. Brand Vision combines Seth Godin's elegant thinking, Guerrilla Marketing's straightforward simplicity, and Blue Ocean Strategy's revolutionary approach.

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