Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics

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.

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.

Jim Everhart is a freelance strategist and writer, working with corporations and agencies to develop marketing communications tactics and campaigns. He spent more than four decades in the marketing industry, most of it as Godfrey Advertising, one of the largest business-to-business marketing agencies in the U.S.