Vision – mission model
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...