Brand strategy

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Mission, vision, values

Lesson 12 of 20 in Brand strategy.

Vision, Mission, Value (With Examples and Tips) | From A Business Professor · Business School 101
Lesson

The three are a standard set and they are standard because they answer three different questions: what we do, what we are aiming at, and how we act on the way. The trouble is that almost every published version of them is interchangeable between companies.

ideabenefitsattributespyramidonionthe same claim, drawn twicethe model is a way to argue, not a finding
The brand pyramid and the brand onion, two drawings of the same claim.
In a hardware shop an assistant takes an expensive power drill from a customer holding a picture hook and points her to a cheaper hand drill, while the owner nods from the till.
A shop assistant steers a customer from the costly drill to the cheap one that suits her job. A value is real when living by it costs the company something.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “What the organisation does, now. Present tense.”

    • Discovery
    • Mission
    • Mandatory
    • Single-minded proposition
  2. Question 2, locked

    Which of these words means this? “The state of the world it is working towards. Future tense.”

    • Observation
    • Vision
    • Insight
    • Persona
  3. Question 3, locked

    Which of these words means this? “How it behaves, especially when behaving well is expensive.”

    • Adjacent competitor
    • Share of voice
    • Category codes
    • Values

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