Vision is a case-study based research stream at inzeption, the centre for applied communications. The stream’s approach aims to help practitioners to identify recommends specific communications options
Gudrun Herrmann, the inzeption fellow who leads the Vision team, summarises its goal this way:
When an organisation is committed to a theory, a range of questions spanning strategy, plans, execution, staffing, resources and management remain. It’s very challenging to develop a convincing narrative. Our work at inzeption has identified a number of strong and successful paradigms for building up a narrative structure which is told and retold.
Unsurprisingly, the classic stories which have come down from oral history succeed because they integrate the details, as well as the grand narrative, into the arc of the story. In the same way, corporate narratives have to be consistent through their planning and execution. A great example of this is the way new organisations develop their brands: how far do organisations create not only a visual identify and a logo, but also a consistent employee brand and communications experience.
The Vision team identifies and evaluates the options used by organisations, using a combination of reflective corporate case studies, external trials and internal scenario tests. To join in that work, benefit from our studies, or commission educational programmes based on our case studies, just contact us.