Value in Vision

Be it an individual or company, clarity of vision both literally and figuratively are essential for success. Whether one chooses to wear glasses or contacts, if there is a problem in the vision of the eye, both are a solution to the problem. But what cure is there when a company's marketing strategy or any kind of plan lacks an alignment with its vision? Primarily I think the non-alignment comes because the vision is not clear in the first place. Its a vicious cycle.

Unlike physical vision issues, organisational vision issues are tough to resolve once lost. It requires a deep commitment from the management and has to be smartly well thought out.

Especially marketing advertisement campaigns are plagued with this problem. Outsourcing the Ad to a world famous Ad agency does not guarantee marketing communication in alignment with the organizational vision.

Take the case of the world famous 'Hutch' ads that were used in India. The pug was a huge hit but failed to raise sales due to the loss of 'positioning' of the service of one with superior VAS. It became just another commodity service. So watch out folks!