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A vision that is easy to communicate and appeals to its audience is essential to successful transformation (Kotter). However, the idea of ?§brand stewardship?? was initially described as ?§embryonic?? (p9) and merely a tool for achieving the next, yet identified stage (p11). An undefined ?§brand stewardship?? did not help clarify the direction in which Ogilvy should move under Beers?¦ leadership, and any efforts such as ?§brand audit?? and formulating short-term goals cannot substitute a vision...
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An undefined ?§brand stewardship?? did not help clarify the direction in which Ogilvy should move under Beers?¦ leadership, and any efforts such as ?§brand audit?? and formulating short-term goals cannot substitute a vision. Without a sound, sensible version, no successful change can be achieved.
Two mistakes during the vision-developing process slowed the momentum in Beers?¦ pursue and resulted in unsatisfying repercussions...
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