Making 'strategy' work

Jim Everhart's book brings brand marketing to life

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

Author: Jim Everhart

Publisher: Business Expert Press

Pages: 202

Price: $26.99

In many organisations, the essence of “business strategy” and its relevance are lost upon even internal stakeholders. A Pricewaterhouse- Coopers global survey offers enough proof: About 80 per cent of the 4,400 senior executives surveyed felt that overall corporate strategy was not well understood even within their own companies. This points to the fact that organisations do not communicate corporate strategy properly. Doing so is especially important in the marketing functioning, where strategy needs to come to life if it has