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 ...

How important is a well-crafted position statement in today's B2B marketplace? Done correctly, it could be the key to defining who you are—and what differentiates your brand from the competition.