As I wrote on Tuesday, I am in Charleston, South Carolina attending a secondary schools conference. Yesterday I had the opportunity to share the podium with a university president who spoke on how to bring your institution's mission to life. I moderated a follow up panel discussion on the topic.
It was so refreshing to hear the president talk about the importance of mission and the need to tie everything that an institution does to its mission. How rare! Unfortunately for most organizations a mission statement is just a bunch of words on paper that have very little relevance to the organization's constituents.
A mission is the purpose of your brand, why your brand exists. If you do not know what your mission is and how to bring it to life for your stakeholders, should you even be in business? If your stakeholders do not have a connection to your mission, how can they become brand champions?
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