2016. A year of purpose.
What has happened this year? We have seen that Trump was elected President of the United States and that Britain carried out its Brexit from the EU. Brazil arranged the Olympics and France the European Football Championship. Geniuses like Ettore Scola and Dario Fo (film and theatre), Zaha Hadid (architecture), Muhammad Ali, Johan Cruyff and Arnold Palmer (sports), Umberto Eco and Harper Lee (two famous writers dying on the same day), David Bowie, Prince and Leonard Cohen (music) has left us this year. Pokemon, however, resurrected and Justin Bieber on his world tour sang about something that has been very important to us as well this year: PURPOSE.
Purpose
Mission's purpose is, amongst other things, to help companies to deliver according to their purpose. Purpose has become an increasingly important and defined focus area for Mission in 2016. We have always been extremely interested in developing identities based on the core, the foundation, and the principles of our customers, but now we have to, at an even larger degree, systematically put this essential point on the agenda in a way that might influence more companies than our own.
The Mission Report 2017
It is not necessarily the case that the average company has its own purpose, or purpose, carved in stone or written in fire writing on the boardroom. The pursuit of purpose is about finding or rediscovering the very, very central lifeblood of the company, the great truth that makes this a fantastic place to work and an actor to count on in the future. We meet both companies that do not have a very conscious relationship to their own purpose and others who have it far ahead in the consciousness. In the spring, we will present The Mission Report, which deals with the largest companies in Norway and take a closer look at how these relate to their own purpose. If you are one of those who take this seriously, you are welcome to talk to us - if necessary even before the actual report is completed, if you so wish.
Insight with purpose
In January 2016, we launched our - INSIGHTS blog. Here we share opinions, experiences and thoughts within our areas of expertise. From time to time challenging for all the Mission writers, but the statistics show us that existing and potential clients, plus Google, value our effort tremendously. Join the fans here.
We hope that we don’t give away so much information that some of you think “thank you very much, we can fix the rest ourselves," but rather concludes that the rest of the iceberg lies hidden under the surface at our place. We’re proud of having accomplished eight projects, 11 white papers, and more than 40 blog entries this year – on top of all the other stuff we have done for our customers. The 90, 000 words we have written in 2016 are approximately the same amount as a typical crime novel, but of course much more exciting, right?
Projects
We have written 26 case descriptions about our customers this year, where we address Challenges, Solutions, Purpose and Results and spice it all up with pictures that document what we have done. Here you will find a delightful mix of what we are doing; from around Norway with healthy ingredients to total identity packages:
Purpose
Regarding purpose , we have written the following articles:
Millenials: The purpose driven generation.
Create a strong brand and make your mark on the world.
See here for a complete overview of cases about purpose.
Employer Branding
We have also written a lot about your current and, not least, future employees. Employer branding is an exciting field where it also helps to have a flawless purpose in mind:
Employer branding, part 1. Why business needs to rethink recruitment.
Employer branding, part 2. How to build a stronger Employer Brand.
Top candidates want to work at the best companies
A complete overview of employer branding can be found here .
Branding
Here we are in the middle of our deepest core area, so feel free to read more about what we have to risk on that occasion. Theaitetos said that "the question is the beginning of all knowledge", but one or two answers are not to be despised either:
Disruption - Now we talk about upheaval. How a new breed of brands are revolutionising business
This is how you find your own target group and get to know it.
Which nations win Olympic medals in branding?
The KAWS Effect: How a New York Street Artist Transformed into a Global and Challenging Brand
Why is corporate branding important?
Don't let your brand fade into oblivion. – OK, so you've got yourself a great logo. Now what?
Location. Location? Location!
Improving over changing
A good slogan says more than a thousand words.
Click here for more about branding and brand building.
"Question is the beginning of all knowledge"
-Theaiteto
Naming and tone of voice
A picture can tell more than a thousand words, but so can a good word. We deliver both new names and helps with the tone of your company's voice, but maybe most importantly, we combine the visual and verbal in a manner that works well for your identity:
Brands and their companies don't always speak the same language
BAMA Storkjøkken’s voice infused with creativity
Tone of choice
Don’t always go out of your way to find a name
Company and product names - where do they come from?
Pursuit of the juiciest name
Click here for more on name development and here for tone of voice.
Design, communication etc.
Communication and design is close to our hearts. Here's some of it:
Have you remembered to embed the brand among your employees?
Can you tell the story of your company, and if so, will anyone listen?
Understanding customer shopping habits is the key to successful retail
How do you keep your brand alive?
The traditional customer journey no longer exists.
Smart communication pays
What type of manager are you in a storm?
How to get more design for your money
Nobody can read the new logo? – Good!
Design cuts costs.
How can we further enhance your design?
Find your formula and stick to it.
A brand is not just a cool logo
What’s the big deal about that font?
The value of an idea lies in its use.
Therefore, typography plays a central role in building brands.
Visual everyday life. A conversation with photographer Damian Heimisch.
Here you will find more about design. For a comprehensive overview of articles on communication, see here.
As you can see, we had a lot on our minds throughout 2016. This is just some of what we have written about. A full overview of our insights can be found on our blog . Now we look forward to an exciting 2017.
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