Outstanding Mission Statements: Seventh In A Series

May 16, 2005 By David Burn

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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Filed Under: Mission Statements

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.