Brand purpose is vital to ensure organisation is in sync

This is a good post [Jakara Globe] that spells out why it is important to have a clearly defined vision and  mission.


This quote says it all:


"One of the most important and often overlooked factors that separate industry-leading iconic brands from the pack is their guiding corporate mission and vision."


If a brand organisation's vision is based on how to value and treat consumers (which most are) it is a recipe for success.


If everyone in a brand organisation knows how they should engage with consumers in a considered and consistent way, particularly if the focus is on delighting them (such as brands like Singapore Airlines, Apple and Zappos) then every brand experience their consumers have is more likely to lead to improved loyalty and potentially advocacy.


A winning force for sustainable sales success.