Alex's Thoughts

Mission Statements

By 13th October 2005 One Comment

Because we have a strong sense of who we are and what we do at Indigo we have wondered about writing a mission statement. I don’t think this is something that should be undertaken lightly so we are going to ponder on it a bit. Moreover, it’s such a busy time of year, our time is better spent on clients than adding to the volume of corporate jargon [I choose my words carefully] on the web.

The quirkiest mission statement I have come across has to be this one from a US advertising agency:

People @ work – What’s our beef with mutton?

WE HATE SHEEP. Not because they’re fat, lazy creatures that smell bad when it rains. No, we hate sheep because they remind us of B2B marketing that’s content to follow instead of lead. Advertising that’s happy to blend in with the flock and go completely unnoticed. The average businessperson is deluged by 3000 messages a day but will only react to about ten. To be part of that Top Ten, your marketing must stand out. It must differentiate. It must be relevant. Otherwise, it is an utter waste of time and money. Sheep marketing slowly starves the brand that pays for it. Bottom line: Sheep kill brands dead. And that’s why we hate ’em.

Sullivan Higdon & Sink

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