TY - BOOK AU - Everhart,Jim TI - Brand vision: the clear line of sight aligning business strategy and marketing tactics SN - 9781637421741 AV - HD30.28 E94 2022 U1 - 658.4012 23 PY - 2022/// CY - New York, New York (222 East 46th Street, New York, NY 10017) PB - Business Expert Press KW - Business planning KW - Marketing KW - fast KW - Brand vision KW - Strategic messaging KW - Messaging strategy KW - Brand messaging KW - Marketing messaging KW - Strategic branding KW - Brand strategy KW - Marketing strategy KW - Pyramid messaging KW - Brand marketing KW - Strategic marketing KW - Corporate strategy KW - Communications strategy KW - Integrated marketing KW - Marketing integration KW - Brand integration KW - Business strategy KW - Marketing ROI KW - Marketing results KW - Marketing return on investment KW - Electronic books N1 - Includes bibliographical references (pages 171-173) and index; 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 -- N2 - 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 UR - https://search.ebscohost.com/login.aspx?authtype=ip,uid&custid=ns234700&groupid=main&profile=ehost&direct=true&scope=site&db=nlebk&db=nlabk&AN=3095928 UR - https://search.ebscohost.com/login.aspx?authtype=ip,uid&custid=ns234700&groupid=main&profile=ehost&direct=true&scope=site&db=nlebk&db=nlabk&AN=3095928 ER -