Mission statements: an inspiration for us all?

Libby Child

Most corporate `mission statements' are lifeless and uninspiring, because they remain at the level of product description.

Mission statements: an inspiration for us all?

How many mission statements are lifeless and uninspiring, with little relevance to the real world? Libby Child of Alliance The Bridge argues that they would benefit from a dose of traditional marketing skills, and that internal and external communications should be brought together to create more powerful corporate brands

Libby Child

'A mission statement acts as a lantern, an anchor, and at times a conscience'

Guy Kawasaki, Selling the Dream
IN MY EXPERIENCE, a mission statement is more likely to act as a cure for insomnia, a source of incomprehension, or an opportunity...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands