The Importance of Communicating Company Values and Mission

According to Raymond Braun, the LGBT marketing lead for Google and YouTube, storytelling is the very center of marketing. Like my previous blog post on the new Starbucks campaign, several companies are beginning to, or have already, incorporated stories in their advertisements and brands. Braun says, “As a marketer you’re responsible for telling the story of your brand.” In order to effectively market to the prospective target audience, advertisers and marketers must be able to create a story behind the company, brand, product, or service. During “Is Advertising Dead,” a panel of creative executives, marketing executives, and co-founders, emphasized the importance and impact of being able to advertise through storytelling.

Throughout the conference, Rachel Tipograph, co-founder and CEO of TIPO Entertainment, says that, “Advertising is an opportunity to communicate your values.” This goes to show the importance of establishing strong values and company missions so that corporate companies, or just any company in general, may communicate them effectively with their consumers and stakeholders. Companies can build and expand their communication and marketing objectives with the help of well-represented values and missions. In turn, a dialogue can begin between companies and consumers. Tipograph draws her previous experience as a marketing executive at Gap and states, “It’s not Gap talking to the world; it’s about having a dialogue.” As dialogue initiates between company and consumer, a form of two-way communication forms where companies receive valuable feedback from its customers.

Below is a video from Chipotle’s “Back to the Start” ad campaign, which combines storytelling and the company’s culture – values and mission – that help fuel the ad’s popularity says CAA’s Creative Executive, Todd Hunter.

Hunter says, “[We] were trying to create culture around an idea,” and not the product itself. By doing so, the message of a company’s value and culture is communicated through entertaining stories that grab consumers’ attention. Not only does storytelling creatively express the message of a company or brand, but it also has the potential to empower others because the company achieved to inspire and create action. This may ultimately lead to what every advertiser seeks, which is spreading awareness by word of mouth. Braun states, “Then, when you feel like people are empowered, have them speak for you externally.” In order to do so, companies should utilize storytelling within their campaigns so that engagement between brand and consumer is possible. The co-founder of Kiip, Brian Wong, believes in engaged advertising as well. He says, “That’s a first step: the consumer needs to care before you get paid,” stressing the importance of communicating company values and mission through storytelling to commence consumer engagement and action.


McGrath, M. (2014, October 21). The Advertising Game: How Brands Like Chipotle, Google And Gap Rise Above Competitors. Retrieved October 26, 2014, from

4 thoughts on “The Importance of Communicating Company Values and Mission

  1. I agree that it is important for a company to have a clear mission and values that are understood. Communicating through ad campaigns is a great way to illustrate the mission and values, but it isn’t always possible to cram everything into one ad. Storytelling is important, the term is being bandied a lot these days. I think above all a company needs to have a clear voice and way of communicating their mission and values that is different from other companies. That can sometimes mean not laying it all out on the first go. A part of creating the culture is having the process be natural and gradual. Some of the most viral campaigns have come from out of no where, after years of trying.


  2. I think that showing your mission or company objective in your ad certainly creates better engagement with your audience. Storytelling is important, but it also only goes so far in these times because people want relationships. I also agree with that Stephanie wrote above and I’m probably echoing her comment.

    Liked by 1 person

  3. Making your mission statement, objective and or goals a part of, or within, your ad creates very interesting forms of engagement. I think it is a very wise choice on the companies part. By implementing storytelling you are allowing a sense of personality into your campaign, and you could potentially gain and maintain very strong relationships. Above all, this seems to be reiterating what we have learned in class, and what seems to be the most positive and productive way to enhance your brand or company.


  4. I think it is smart when companies promote themselves around their missions and values, especially food companies. There is always a lot of controversy over food companies over where their food comes from. People like myself love companies who use local suppliers to support the community and are transparent on where they get their food from and how it is made. I always think it is smart marketing when food companies are as transparent as possible.


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