Mission and vision statements: how to turn your business into a brand

What’s the difference between mission and vision statements? What’s the outcome in having them and how can you make them memorable?
In this first lesson of my strategic digital marketing course, I cover all these topics, giving a classic and a modern perspective. From the traditional marketing definition of Kotler and Keller to the modern rework of Simon Sinek (The Golden Circle Model).
Table of contents:
1:08 - Mission statement (classic definition);
1:34 - Common traits of successful mission and vision statements (from Kotler and Keller);
3:32 - How to make a compelling mission statement (from Peter Drucker);
5:00 - Vision statement (classic definition);
6:28 - What mission and vision have become nowadays (The Golden Circle Model);
8:00 - Examples of top brand's mission and vision statements;
8:44 - Outcomes in having a successful mission and vision statements.
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Useful links:
Related blog article: bit.ly/39JVyyj
How great leaders inspire action (Simon Sinek at TED): • How great leaders insp...
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I'm Alberto Carniel, an international e-commerce and digital marketing consultant. I have worked with over 40 private and public organizations worldwide, and have collaborated with many important brands like Unilever, Retro Fitness, McFIT Group, HubSpot or Esercito Italiano.
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