After looking through some of the websites for the products that I typically use, I decided to choose Vans as my example mission statement. Their current mission statement is, “To enable creative expression – and inspire youth culture – by celebrating and encouraging the Off the Wall attitude that comes from expressing your true self”. I like this example because the purpose seems specific and direct, but it is also unique and applicable to everyone. To me, this mission statement shows that the brand is trying to instill a sense of confidence in it’s customers, and as a consumer this is something that I definitely look for in clothing and cosmetic brands.
I think that Vans does a good job of sticking to their mission statement and remaining authentic in their belief that people are free to choose how they express themselves. They provide a wide range of shoes and other products that allow for kids and adults of all ages to express themselves through their footwear and clothing style if they choose.
In terms of the product we are creating, our mission statement will probably be a little less personal since we’re marketing a cleaning product and not clothing. However I think that the idea behind the Vans mission statement will translate over well to ours. Marketing a product that is specific in its purpose but can be used by anyone, in the way that best suits their unique needs, is key to selling the item and the feeling that it will produce. Our product will be marketed specifically to college students but we want our mission statement to be well understood by anyone who reads it.
