Ideas behind compelling category visions
What makes a great Category Vision?
Compelling category visions paint a picture of potential, that's aspirational and inspirational.
But - any commercial vision also needs to be tangible, and seem viable.
It's a tricky combination to achieve.
What do best practice visions look like?
Let's start by looking at some classic brand vision case studies.
Coca Cola's brand objective - that anyone, anywhere, anytime should be able to reach for a Coke when they wanted one - famously translated into the vision to be "Within an arm's reach of desire"
This seemingly simple statement led the brand's distribution and availability strategy.
And the drive for ubiquity is often credited as the foundation for Coca Cola becoming the world's first truly global consumer brand.
But importantly the brand vision didn't just tap into rational cues.
The emphasis on desire also suggested (and still suggests) product appeal, the refreshing taste cues that always appear in Coca Cola's advertising.
Learning for category visions = businesses and customers are more likely to get behind a vision statement if the language is simple but also evocative
Which visions have longevity?
We never get tired of quoting the LEGO vision in our category planning workshops, as it conveys the holy grail of tangible inspiration .
Why? Because they've brought their vision to life.
It's not just a vision statement, it shapes the way their business acts.
If you look at the LEGO website you'll see links with partners such as video games and streaming services, that many would see as competitors.
But LEGO blends physical play with digital platforms (like LEGO Fortnite) to expand how children (and adults) interact with their creations so LEGO stays relevant.
This is just one of the strategies that supports LEGO's vision of play as a “lifelong, evolving experience.”
Learning for category visions = a vision will only seem tangible if it's supported by strategies and initiatives that can bring it to life
A left-field example of vision in action:
Jonny Vegas' vision for an alternative glamping site is a personal favourite because it's not "corporate", and it' s definitely not boring.
In the series “Carry on Glamping” Jonny took a blank piece of paper and sketched out the idea that was forming in his head.
It started with one step, buying an old bus, but he wanted his dream to be so much bigger and better than that.
Articulating his vision helped him to get support from others who stuck with him through many challenges to finally bring his vision to life.
His field of alternative glamping options has been through a few iterations (and locations) but it’s still going, bringing joy to many.
Learning for category visions = when a vision is compelling it’s amazing how many people will get on board to help you achieve it
So how do these examples relate to category visions?
- Businesses and customers are more likely to get behind a vision statement if the language is simple but also evocative
- A vision will only seem tangible if it's supported by strategies and initiatives that can bring it to life
- When a vision is compelling, it’s amazing how many people will get on board to help you achieve it
Tips for Crafting Your Own Vision
- Clarity: Use simple, bold language that’s easy to rally around.
- Future-Focus: Describe the impact you want to make—not just what you do.
- Emotional Resonance: Inspire belief, not just action.
- Strategic Relevance: Align with broader company goals and back it up.
Going the extra mile
When it comes to creating a compelling category vision, less is definitely more.
It can take time to synthesise insights and thinking into a statement that’s engaging and energising at the same time.
That’s where external agencies or consultancy firms can help.
At Dynamic Reasoning we work with category teams to finesse their thinking and create a vision that has longevity and provides a clear roadmap for future growth.
Please get in touch if you’d like to know more.