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…

When to hire a celebrity for endorsement?

Celebrity endorsement is one of the most popular brand building tools. However, more often than not, it does not deliver the desired results. Why some endorsements work and some don’t? Today, I will try to solve this intriguing problem. Here is what I recommend:

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…

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.