Are you on a mission statement?
Most companies have mission statements. Some are inspirational, some are mediocre, and a few are utterly pointless. Most are carefully worded statements aimed to capture the activities of the...
View ArticleTrue values are a choice.
Being in the business of understanding and defining the cultures that drive organizations, I always take particular interest in what companies state as their “core values”. I know organizations spend a...
View ArticleEverything matters.
You’ve probably heard many times that your brand experience is the result of everything. Of course, that means absolutely everything. All of the good things, all the not-quite-as-good things, and all...
View ArticleYou’ll miss your Mission when it’s gone.
A few weeks ago I was challenged to defend the need for Vision, Mission or Value statements for organizations. Since I believe such statements—or at least the context that supports them—are fundamental...
View ArticleYou own your brand’s experience.
I get frustrated when people, especially those involved with social media, claim that the consumer owns the brand. For those making this statement, the logic says that because people are talking about...
View ArticleUnderstanding Vision, Mission and Values.
The best vision, mission or values statements are the ones that work for you. The best ones answer the right questions, without confusing anyone. Many branding experts are happy to share a ‘best...
View ArticleYour brand beyond your customer.
If you’re only focusing on customers, you’re missing a huge audience for your brand. Avid readers of my blog then you know that I almost always use stakeholder to define your audience. I am pretty sure...
View ArticlePassion is not a line item in your budget.
Passion is not a line item in your budget. Neither are values. “We’re not like Disney” is a common line people use, usually as a rebuttal against intensive brand development (or they toss out...
View ArticleAre you on a Mission Statement, Part Two
Part One was simple. Sometimes there is more enthusiasm for writing a great mission statement than passion for actually achieving anything of substance. Without real purpose—without actually being on a...
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