Brands which are admired, Brands which are Epic – the Brands that
set trends and that are truly legendary,
But every journey is not easy, there is time, effort and
dedication that went in to overcome the endeavour, there are many (metaphorical
mountains, and waves) that where present on the path to success/es – but there
was a Vision (the dream), and a Mission (the now aspect – what must be done now
to reach the dream, the goals) and also Strategic Intent (the values in which
the Mission, and the Vision is completed)
The Vision, Mission, and Strategic Intent are equally important;
these core factors assist one in the journey.
I hear you asking, but “what has this got to do with Business,
Marketing, Communications and Advertising?”
The truth is that it has everything to do with Business, and with
Brands from Marketing, to Communications, to Digital Marketing to Advertising,
there is an internal and an external perspective,
The internal is the Vision, the Mission, and the Strategic Intent
of the brand, the external is how the brand is perceive by those whom form part
of the market,
Sometimes it is great to view a message being told in a humorous
and then sometimes in an entertaining manner, and sometimes it is great to view
in an uplifting message and sometimes a positive message, is all that is takes
for a smile to be shared,
At the end of the day if every brand had the same message to tell
or share, it would most likely be diluted and predictability not be viewed,
But a situation arises when Marketing, Advertising, Communication
and the Digital Marketing message is viewed only and the Vision, the Mission
and the Strategic Intent is left out of the message,
Okay, let us take an example,
Let us take a concept which is easy to explain – everyone has
clothes (well more or less, less or more depending) – and everyone has to wash
their clothes at some point, so let’s take washing power as an example
So we now manufacture and distribute washing power (laundry care
product)
·
The Brand is positioned as Green (Eco-Friendly, as being
Environmental Sustainable)
·
The Brand’s posts on Social Media as geared towards that,
·
But in an advert – it is shown that only one item of clothing is
placed into the washing machine, to remove a stain so in other words the same
volume of water is used to wash just one item of clothing that could be used
wash a full load of clothes, there is disconnection between what is being said
and what is being illustrated,
So keep calm, I was just using the above as an example besides I
know why you as an individual acquire washing powder ….And it is not to remove
stains…..I believe not …..
So in truth the advert doesn’t reflect the Strategic Intent of
your Brand, and there is a disconnect in regards to the Marketing, Digital
Marketing, Advertising, Communication in relation to the Mission, the Vision
and the Strategic Intent of the Brand,
I am passionate about Marketing, Digital Marketing, Strategy,
Innovation and Corporate Entrepreneurship and I aspire to be the Leader in
Marketing, Digital Marketing, Strategy, and Corporate Entrepreneurship in
Durban, then S.A and then the World
Rate your experience with the blog at; blogspot / wordpress
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Kind Regards
Kash.KXG
Kash
“Aspire
to Inspire
Live
to Dream
Envisioning
the Vision and the Opportunities.
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