Category Archives: Mission Statement
Your role in making the vision possible.
Key to customer loyalty
There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and fashionable polarized sunglasses. I bought my first Maui Jim sunglass in 2008. Since then, I bought two more. As rational consumers, we often think we are loyal to a particular brand because it offers the best value for money, often quality being the key pillar of value. Well, quality is necessary, but not sufficient to create loyalty… According to Dr. Clotaire Rapaille, the key to loyalty is not quality. It is the quality of “relationship”.
Why do mission statements suck?
“To satisfy our customers’ desires for personal entertainment and information through total customer satisfaction.”
Years ago, Seth Godin found and shared the above mission statement. Sure, it is a terrible one. But, at least that one was bad enough to get noticed. Usually, the mission statements that I have to deal with are more like this: Read the rest of this entry
What do you stand for?
The author of this blog describes a brand as a promise. This is a universally accepted definition, which will be valid for years to come. However, for marketers to focus solely on the promise is not enough anymore. Here is why… Read the rest of this entry
How to write a mission statement?
What is one thing that all companies have but nobody uses? That’s right, a mission statement. The reason why nobody uses them is because most of them are written very badly. Today, I am going to tackle the world’s mission statement problem. Read the rest of this entry
