Читать книгу Business Plans For Dummies - Paul Tiffany - Страница 68

You may think that mission statements only represent businesses. But you also can use them for product categories (maybe coming up with one for yourself would be a good way to clarify your personal journey). The best statements not only describe the purpose of the product and what it offers, but they also capture something about the brand image that the product hopes to convey. Consider this statement from MINI Cooper USA — a division of BMW and distributors of one of the cutest cars on the road. It’s a tad bit on the wordy side, but it neatly includes both a mission and a message:

  At MINI, we believe in the short cut, the long cut, and the just because cut. We believe a white contrasting roof makes an ideal canvas for whatever you can imagine. We believe in test drives that cross state lines, giving people a reason to smile when they see us coming, and the grace of being small and mighty. But, perhaps most importantly, we believe that although the distinctive personality of a MINI may not be for everyone — a MINI should be within the financial reach of anyone who has been smitten by it. Which is the reason we’ve made the price of both the MINI Cooper and MINI Cooper S so accommodating.

  Rooted in our heritage, our mission is to deliver cars and mobility solutions that heighten city life for customers today and tomorrow. Core to all MINI cars is our unique go-kart feeling, our iconic design, and our creative use of space.

 Nice! Where do we sign?