mission-sq.png

The New Brand Mission Paradigm

 

 

This article explores the new brand mission paradigm.

 

If you look closely at your favorite brands, you’ll notice something curious. They’ve all subtly (but undeniably) begun shifting away from business-centric brand language in favor of a more humanistic approach. We can see this clearly in some of these ‘new and improved’ big-brand mission statements.

 

 

“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.” -Scott Bedbury

 

 


 

Microsoft

 

Before
To put a computer on every desk and in every home.


After
To empower every individual and every organization on the planet to achieve more.

 



Stanford University

 

Before
To become the Harvard of the west.


After
To qualify our students for personal success, and direct usefulness in life.

 


 

Uber

 

Before
Make transportation as reliable as running water, everywhere, for everyone.

 

After
We reimagine the way the world moves for the better. 

 


 

Sony

 

Before
To be a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.

 

After
Fill the world with emotion, through the power of creativity and technology.

 


 

Starbucks

 

Before
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.

 

After
To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

 


 

United Parcel Service

 

Before
The leading package delivery company.

 

After
Grow our global business by serving the logistics needs of customers, offering excellence and value in all that we do.

 


 

The original brand mission statements placed emphasis on the future aspirations of the company, when in reality, it’s what the consumer wants that really matters. Having realized that, businesses have now begun to phase out their socially outmoded, company-centric brand declarations. In their place are a new wave of emotion-drenched, consumer-focused sentiments. In doing so, the attention is being shifted off of the company, and onto the customer, where it belongs.

 

This post is an excerpt from my new Brand Vision + Mission course. I think it’s the most comprehensive, enjoyable course on the topic I’ve seen yet. 


But don’t just take my word for it. Here’s what a current student has to say: 

 

“I am working my way through this course right now and it seriously the best, most productive one I’ve ever taken! 👏” -Amanda