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But Mr. Candelino of Unilever said that the "overall brand mission" of Dove made a men's line a natural extension.
Having a clear brand mission that aligns with this type of campaign ensures that the activity is meaningful, rather than a gimmick.
From its humble beginnings in post-World War II Sweden, IKEA, the home furnishings retailer, has been on a brand mission to improve people's lives.
Keller has recently been a leader in Nationwide's "One Company, One Brand" mission.
Create content that reflects your brand mission, as well as speaks to your target audience.
More than ever, companies must effectively and consistently articulate their brand mission to the consumer.
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The most popular brands — Mission and Calidad, subsidiaries of Gruma, the largest tortilla company in the world — too often stick on comales and turn into clammy muck once they enter your mouth.
"It is one thing to be inspired by Zynga games, but it is entirely different to copy all of our key product features, product strategy, branding, mission statement and employee benefits lock, stock and barre," Reggie Davis, general counsel of Zynga said in a statement.
"Let's be clear – it is one thing to be inspired by Zynga games, but it is entirely different to copy all of our key product features, product strategy, branding, mission statement and employee benefits lock, stock and barrel.
By staying centered around their branding mission to be a forward thinking powerhouse and using the principle to focus on a product, Skyworth produces TVs with the OLED technology, which uses organic material to create a higher quality picture with less power in a thinner TV than the LCD and plasma TVs.
This extra virgin olive oil, Fairway's house brand Mexican Mission, made entirely from Mission olives on a small estate near Ensenada in Baja California, is about as subtle as a mariachi band.
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CEO of Professional Science Editing for Scientists @ prosciediting.com