Visionary brands such as Apple, Absolut, Nike and Porsche do much more than sell products - they are frames of reference within which motivated teams can drive business growth. However, many brand-visioning projects fail to have any impact on the business as they are in fact 'bland visions' - theoretical, undifferentiated, complex and divorced from the reality of the business. Brand Ambition is a practical and action-oriented guide that will help teams to create a compelling and inspirational vision, and ensure it gets translated into action throughout the business to drive growth. The book is the first to focus on the subject of brand vision and go into depth about each stage of the process. It will feature exclusive research done by the brandgym as well as front-line experience from over 100 brand-visioning projects.