Reports are that the Shiv Sena led by Mr Uddhav Thackeray is talking to NCP Leader, Mr Sharad Pawar about sharing power in Maharashtra to form the next Government. Whatever we Do, or Do Not Do, we communicate something. That is both the Beauty and the Irony of Communications. The Shiv Sena has long been associated with policies and thoughts which were at loggerheads with those of the Congress Clan and its break-away out-fits like the Nationalist Congress Party. The changed posturing of the Shiv Sena may not go well with its support base. The Electorate that voted the Sena to be the second largest Party in the new Assembly may well look askance. We need to ensure our Actions (Active or passive) communicate the values and the purpose that the Brand promises.