Outstanding Mission Statements: Seventh In A Series

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 marketing that’s content to follow instead of lead. Advertising that’s happy to be quiet, blend in with the flock and go completely unnoticed. The average person 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. And it must, must, must be relevant. Otherwise, it is an utter waste of time and money. And who has time and money for that? We believe sheep marketing slowly starves the brand that pays for it. Bottom line: Sheep kill brands dead. And that’s why we hate ’em.
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About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.