Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics by Jim Everhart
About the Book:
This book is 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.
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 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.
About the Author:
Jim Everhart is a strategist and writer, who works with corporations and agencies to develop marketing communications tactics and campaigns.
He spent more than four decades in the marketing industry, most of it at Godfrey Advertising, one of the largest business-to-business marketing agencies in the United States.
He played a leadership role at Godfrey in marketing strategy, technology development, and creative implementation, rising to the position of vice president and creative director.
And, interesting fact - he was once a reporter with the Associated Press, ran track in college, and to this day remains a distance runner!
Click here for this episode's website page with the links mentioned during the interview...