| Description |
1 online resource (xix, 179 pages) : illustrations (chiefly color) |
| Series |
Business Expert Press marketing collection |
|
Marketing collection.
|
| 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 |
| 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 |
| Analysis |
Brand vision |
|
Strategic messaging |
|
Messaging strategy |
|
Brand messaging |
|
Marketing messaging |
|
Strategic branding |
|
Brand strategy |
|
Marketing strategy |
|
Pyramid messaging |
|
Brand marketing |
|
Strategic marketing |
|
Corporate strategy |
|
Communications strategy |
|
Integrated marketing |
|
Marketing integration |
|
Brand integration |
|
Business strategy |
|
Marketing ROI |
|
Marketing results |
|
Marketing return on investment |
| Bibliography |
Includes bibliographical references (pages [171]-173) and index |
| Notes |
Description based on online resource; title from digital title page (viewed on December 19, 2022) |
| Subject |
Business planning.
|
|
Marketing.
|
|
Marketing
|
|
marketing.
|
|
Business planning
|
|
Marketing
|
| Form |
Electronic book
|
| ISBN |
9781637421741 |
|
1637421745 |
|
