Vision of the corporate brand

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Values inherent in the vision:

It is rare for organizations to not state of their corporate values. However, frequently these are not that different between competitors and are more similar to motherhood statements, rather than motivating values. Part of this problem is managers failure to differentiate between category values, which any corporate brand must have in order to compete, rather than unique brand values, which makes people want a particular brand. The Mars group method is a way to reveal unique visionary values. In this, senior management teams are asked to envisage the ability to re-create the very best of their corporate brand on the planet Mars, where civilization is supported. However, there are only five seats are available on the rocket. The team then has to select who are the models of the brands values. With a facilitator, this small group explores questions such as:

*What vales would this person bring if that person were to start a new corporation, in a different line of work?

*What values does this person bring to work?

*What would the person teach their child about the values they hold at work and hope
they hold when they go to work?

*Would still hold this value if the environment were to change, making the value a competitive disadvantage?

The critical episode technique could use to reveal visionary values in another workshop.
With this technique, the senior management team is asked to think about their brands
history, and then recall any critical events when their brand faced outstanding threats, such as, strikes, downsizing, possible takeovers, and positive opportunities. Having revealed these, the teams are asked to consider the actions their firm took to protect, or capitalize upon each of the events.

Since actions are arbitrated by values, the team would then be asked to draw conclusions
about their corporate values from each of the historical actions. The advantage of this technique is that the Mars group method discloses values that specify beliefs about popular behavior, while the second technique identifies internalized, actual values.

However, if the team members are not honest, than the result of both techniques are erroneous. Each member of the team must be able to express him or herself truthfully
in order to reduce tension and for the corporate brands values to be embraced by all. Unfortunately, in numerous occasions, when senior members come together for workshops such as these, they are more concern on how the others of the team view
them, than revealing how they feel about the corporate brand and the tension within.

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Values inherent in the vision of the corporate brand