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One day the coronavirus crisis will end. The “shockwave” will weaken. However, the situation in brand business is different. People's behavior will also change. However, the basic universal needs remain the same. Karl Albrecht states in his 1994 book: The train heading north is He says successful leaders will be “shockwave riders” who have the intuition to see big waves on the horizon and position their business to ride those waves. In other words, look at the big waves on the horizon for your brand. Look far ahead. What do you see? What is your brand vision?
A brand with a clear, strong and clear vision defines its North Star. Sharing your brand and business vision is a powerful and powerful brand wave. With a shared vision, the brand business will continue to experience strong growth for decades. A shared brand and business vision creates resilience and staying power.
Bill Gates had a vision. His vision was that one day there would be a computer on every desk and in every home. Microsoft didn't make computers. Its mission was to make computers as easy to use as telephones. As a software company, Microsoft's purpose is to “… put the power of computing into people's hands and make it easier than ever to access, integrate, and use information – what we call “information at their fingertips.'' . Even with all the new services like cloud computing, Microsoft remains true to its vision.
Henry Ford had a vision: “Everyone who builds cars will be able to drive a car to work.'' To do this, Ford will make cars affordable for all Americans. The Peace Corps had a vision that it could improve the lives of people who had little hope. This could be achieved by creating a peaceful army that teaches non-war skills, thereby turning despair into hope.
Perhaps one of the most enduring visions that created our most beloved brand came from Walt Disney. Walt Disney's vision was to create “a place where the whole family could have fun and escape from the stresses of the real world.” It will be a safe, high quality, happy and magical place for the whole family. The amazing thing about Walt Disney's vision is that it not only survives today, but continues to guide Disney's branded business now and into the future.
In a recent interview with Disney Executive Chairman Bob Iger after the coronavirus crisis, he said, “Disney has always been a place for people to enjoy life and step away from all the problems they face every day.'' ” he said. Walt Disney might have said this.
Iger added that even after this terrible crisis is over, Disney will still be a place of fun and an “escape.” This does not mean it is business as usual. Within the framework of Walt Disney's vision is the idea that for people to have a fun and magical experience, they must feel comfortable and safe. Walt Disney's original vision is still valid today and will be valid tomorrow. The Iger continues to rebel against Walt Disney's vision of people wanting a safe, happy, magical escape.
What made Disney's vision so powerful? Walt Disney's vision had five key characteristics that a vision must have.
・First of all, have a desire to improve. Mr. Disney articulated ideas that were ambitious, challenging, and compelling.it is possible dreams.
· Secondly, he provided: clear sense of direction, which still guides the organization today. His vision defined where he wanted to go. It was more than a park. It was an emotional state, a way of thinking. This direction captured the ethos of the organization and provided an umbrella for future brand developments like Disney Cruises, Disney Resorts, or the physical Celebration, Florida.
· Third, Walt Disney's vision defined the purpose of business. why organizations exist. The idea of a happy place where people of all ages can escape is an inspiring sense of purpose. Now, Disney offers many options for getting away from movies, sports (ESPN), vacations, and new streaming services.
・Fourthly, it is simple and clear. Walt Disney's vision continues to be easy to communicate, easy to read, and easy to understand. This makes it easier to run.
・Fifth, the vision is It's moving. This vision is compelling, intuitive, and motivating. As Iger notes, that is a powerful force even in difficult times. We need to be realistic about this scale and its impact. But we know that no matter when it ends, there will be something for the public to enjoy…maybe in a way that will make them appreciate it more than ever. ”
A compelling vision is the north star of your business. A few years ago, the co-CEO of drinks company Odwalla said: “A vision statement is like the sun. You'll never get there, but it's an irresistible force that stimulates the growth of many things.” Making progress toward a brand's business vision is a constant for a company. It is a continuation.
A brand business vision defines a common direction for all actions on behalf of a company. Without a clear direction, your brand can lose its way. The late George Harrison sang: “And if you don't know where you're going, any road will get you there.'' A strong vision guides your brand business through good times and bad. A powerful vision frames the present and creates the future.
