value statement, brand, or slogan. Mission statements serve a dual purpose. They help employees remain focused on the tasks at hand and they encourage them to find innovative ways of moving toward ...

For example, an early Microsoft vision statement ... “While a mission statement focuses on the purpose of the brand, the vision statement looks to the fulfillment of that purpose,” said ...

What can your brand learn from it? Mission statements are more likely to be read internally than externally. LinkedIn is speaking to its employees, not its service users (referred to as ‘them’) in ...

A well-defined brand positioning statement will give you clarity of focus and could act as a compass for all aspects of your business. When you make strategic decisions on launching a new product ...

Your branding statement can then be easily translated ... which ones enhance your personal brand? For example, if loyalty is an important value to you, this could enhance your personal brand ...

WSJ breaks down Crocs’s business strategy and explains how—nearly two decades after the colorful clog first became a global fad—the company found its footing as the world’s most loved and ...