No, I've not become the father of a 4th girl, I'm talking about the publication of book numero trois, Brand Vision, which is out now.
The book shows how "Strategy Tourism" (you can probaly guess what that is) causes many visioning projects to be overly intelectual, theoretical exercises and then proposes a more practical, business-led approach. Its got loads of examples and case studies, on everything from Bertolli to James Bond, Absolut vodka to Porsche.
Over the next few weeks I'll give a taster of some of the chapters to tempt the few of you who have not already read your pre-ordered copy from cover to cover.
Alan,
Thanks for your feedback and encouragement. We also think that the concept of a forward looking rallying call (brand idea) is much more useful than a backward looking post rationalisation of a brand's success (brand essence).
Posted by: David Taylor (brandgym) | January 04, 2007 at 12:59 PM
David
As a 'Tourism Strategist' as opposed to a 'Strategy Tourist', I must congratulate you for writing an excellent and much needed book. 'Brand Vision' is indeed a visionary book on branding - Chapter 5 Big Brand Ideas Beat Brand Essence is one of my favourite topics.
Alan 'Brand' Williamson
Destination Brand Developer
http://brandopia.typepad.com
Posted by: Alan 'Brand' Williamson | January 02, 2007 at 12:11 PM