A truly great marketing strategy needs an inspiring mission and set of values. Companies that you love, value and tell friends about will all have a great mission statement that underpin everything they do. Here are three very diverse examples of companies with inspiring missions that go to the heart of everything they do.
Standing out in the coffee crowd
Illy's Expressemante coffee shops ooze chic and good design as well as great coffee and it all starts with their mission which says "we aim to delight people all over the world who value the quality of life by offering the best possible coffee." More here.
Wilko - it's what Woolworths should have been
The one stop shop for everything you think you need or don't even know that you need at incredible value prices, Wilco, also has a focused mission. It talks about helping its customers get things done. That's the essence of a good mission statement, it doesn't talk about selling a a product or service, but instead focuses on customer needs, in this case, helping customers get the job that needs doing, done. Woolworth's forgot that, losing sight of what customers were looking for, with the sad consequences. More here.
Life after Kindle
Waterstones show how to win customers' hearts and minds with intelligent store design, time to browse and read with informed staff on hand if needed. I particularly like the recommendations on shelves in store by store staff. A love of books and serving like -minded customers is at the heart of their mission. Their new Liverpool One store is a delight. More on their mission here.
