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Company Vision
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Received wisdom has it that some of the most legendary organisations of the past century codified a clear, sharply coherent and inspiring vision for their companies that is a guiding beacon for the company. This vision is essentially an articulation of the company's Core Ideology (value system and core purpose) and an Envisioned Future (setting a challenging, yet inspiring goal).

The manner in which consumers relate with brands is changing rapidly. In fact, as competition intensifies and differentiation becomes harder, consumers look to the idiosyncrasies and value systems of brands as the key differentiator.

Hence, besides giving a clear business direction, the organizational vision becomes critical to the development of its brand positioning.

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