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Do mission statements provide marketing value? Why? Why not?
Almost all companies have mission statements. Some argue that mission statements make empty promises and do not provide marketing value. What is your view?
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3 Answers
Yes I believe that mission statements provide some marketing value. Every business should have a mission statement. Developing a mission statement is a vital aspect of any business planning process. It helps a business owner or an organization describe and clarify its primary purpose and define its fundamental business philosophy and values. Success of the business and its programs can be measured against its stated mission statement.
When properly articulated, it can be a powerful slogan used in marketing to attract customers, and in not-for-profit organizations, it can help attract donations, sponsors and volunteers. It should inform the business focus and by so doing help its stakeholders to confirm whether the business is making the correct decisions and achieving its objectives.
A mission statement has no value in and of itself. For it to translate into something with marketing value, a mission statement must be:
1. Specific and tangible enough so that people can take action against. The Google mission of organizing the world's information is a good example of this. Back when Google used to adhere to this mission, it informed everything that Google did.
2. Translatable into different languages. Executive management must take the time to make the mission statement relevant to marketing in marketing's own terms. Linking positioning exercises to mission statements is a good way to do this.
I do believe mission statements provide marketing value. Our mission at Anvil is to make every client a case study and testimonial. When I mention our mission to prospective clients and partners, the response is always favorable. In some cases, it may be the determining factor in selecting a vendor. So I would say a clear mission (and vision) communicated strategically, can not only create marketing value, but increase sales.
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