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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