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How to landscape design permaculture
When you can’t think of a mission statement, you might be dreaming in concrete.
I first published a summary of the story below for my private mailing list (“for shareholders”). Now I’m making it available to the world in case anyone else wants to benefit.
To those who question the need for such a mission statement for a business that may end up as a nonprofit after this article goes to print, you’re asking the wrong question. You’re not asking why it should be made. You’re asking how to know if it’s been done.
In the story of the new barbie production line, we have a brand to deliver the concept of The End of Environmental Destruction (E.D.). The target audience is Humanity. The mission is what inspires E.D.’s corporate design function (D.F.) to create an invisible but recognized world-wide brand identity for E.D. and its mission. The identity is built to resonate, and scale to multiple media: words, signs, images, point-of-purchase materials, web marketing, printed materials, and public awareness programs. It’s the story that inspires it all. It’s The Mission.
What is the E.D. mission, so that you don’t have to think about it?
Who are the customers of the E.D. brand?
Why should humanity believe the promises of E.D.?
In short, here’s the story:
I’ve been trying to work on this since at least 1988. Now I know it’s time to stop living in a world of dreams and nightmares, a world that is so fractured with environmental damage and guilt, and do something. My job now is to design a tangible structure that will function as a container for people who will accept and adapt to it.
We’re not dreaming anymore. We’re building a structure to turn people into shareholders. We’re building a structure that will act as a platform to bring to life the full power of E.D., a worldwide mission that includes ending environmental destruction and ecological healing for Earth.
We know E.D. will be in full effect when it’s in the hands of young people. That’s when the full results of our corporate function will be seen in the transformation of the whole culture of a global society. That’s the E.D. brand that needs to be designed.
To the business community and all shareholders, I know you are thinking how to design the mission, because you want to be doing the same things. That’s what you do. That’s your job. The simplest definition of a mission statement is the purpose. That’s what you are doing. You’re a corporation, and that’s a profession with its own rules and regulations. When you’re talking about building a new identity or brand for a corporation that will get results in all human endeavors, you must first answer the question: What are you doing? And what is the mission that will inspire you to do it?
Before you build a dream and a world of negativity, fear, and guilt, you must have a way to acknowledge that you cannot do everything in the world. And the easiest way to do that is to answer the question, “What am I going to do to stop all the destruction on Earth?”
A couple of years ago, my company did the design for Coca-Cola’s new bottle. The classic Coke bottle, the same bottle that has been going around the world since the invention of photography, the bottle that has been redesigned so many times that you can’t even keep them all straight. (Go to a liquor store, and you’ll have a good idea.)
I’m the assistant designer for the small piece of branding at the end of the bottle. I always like to start with the middle, the middle of the bottle, at the top. No one cares about the company logo. The classic Coke bottle has been a standard for 3,000 years. People are used to seeing it. That’s why no one is any better off. They’re used to it. It’s human nature to look for things that are familiar.
That’s where I start from. That’s where I build a base of inspiration. That’s where I do the research. I look to see what people have done with branding. I go to the corporate history. I go to the concept. I look to the history. I look at the building blocks of branding.
The results of that was about five brand elements that make the Coke classic bottle brand iconic. And it doesn’