Vision - mission model

The long-term success of brands requires an ideological platform upon which its identity and operations can be developed and monitored.

Vision – mission model

Giep Franzen

The long-term success of brands requires an ideological platform upon which its identity and operations can be developed and monitored.

The vision and mission model is an abstract representation of the components of such a platform. The most important element of a brand's vision is a sense of its reason for existing: What is our place in the world? What would consumers lose if our brand ceased to exist tomorrow? This is an abstract formulation of the brand's contribution to society, and functions as a lodestar far above the horizon.

The second element of...

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