Beyond the Mission Statement Why Cause-Based Communications Lead to True Success

Too often a marketing communications campaign begins with the clients need for a new logo, brochure, or website. Jim Armstrong suggests that such campaigns should really begin with unearthing, capturing, and communicating the "cause" of a business, the "why" it exists versus simply what it does.This book is based on a 10-question process that helps businesses find their authentic, truthful voice which can then be translated into a strong marketing communications concept that is carried throughout their communications with customers, employees, shareholders, and all constituents.Beyond the Mission Statement lays out the steps and provides many actual examples of the way various types of businesses and non-profit organizations have used this process to rejuvenate their marketing communications and make them more relevant, meaningful, and true. Four detailed case studies include examples of the advertisements, annual report covers, banner ads, and other marketing materials that were generated using the Mission In A Message that he advocates.