The “product” I have chosen to evaluate is the University of New England with the mission statement “Innovation for a Healthier Planet”. One could say that myself as well as nearly everyone I know use this product on a daily basis. The mission statement “Innovation for a Healthier Planet” is constantly advertised to the masses. It is put on sweatshirts, posters, emails, etc. In terms of branding, I think the marketing team does a great job of making it seem as though being environmentally conscious is in the forefront of everything that goes on at this school. The authenticity is a bit dicey, as I don’t believe that the school is doing nearly enough, as there are many instances where the campus is completely covered in trash or has a bunch unnecessary vehicles using fossil fuels. As far as if I am going to “continue using this product”, the answer is yes, as this school provides me with opportunities that are not nearly advertised as often as the mission statement is.
I decided to focus on the brand Nike because it is so prevalent in modern day America. The mission statement for Nike is as follows “To bring inspiration and innovation to every athlete* in the world.” If I’m being honest I think Nike’s mission statement sucks. I expected a lot better from them. If I knew nothing about the brand and saw the mission statement they would totally lose me as a customer because in the mission statement and vision they exclusively talk about athletes and sports. I understand that athletes are generally going to be the target audience for the company but with their mission statement they are excluding the majority of customers that buy and use the product everyday like blue collar workers, creatives, and outdoorsy folks. In 2021, the share of participants in team sports in the United States amounted to only 22.4 percent of the population and less than one percent of the population play professional sports. So I think in order to draw me in they could have included something about hard work, determination and success because that is more broad and could also apply to me.
The first product I thought of was scrub daddy! We sell a ton of these at CVS. The company is branded as environmentally friendly since the sponges can be recycled and also reused for long periods of time. The company’s goal is to provide fun and efficient household items to “make life easier.” The smiling sponge with its blue and yellow colors, and even the pink scrub mommy design, is easy to spot on the shelf. The sponge is branded as being multi purposeful, as it gets hard in cold water and soft in hot, and is easy to grip with the eye holes and smile. It’s also guaranteed to be scratch-free and safe for nonstick pans. I personally like using this product, and think their mission statement holds true to the products this company produces.
A product I use regularly – and most of my friends do as well – are Sanpellegrino drinks. Their mission statement is “We’ll continue to do all we can to nurture the art of tasteful living, always in harmony with the planet – today and for generations to come.” In terms of branding, it emulates luxury and sustainability in everyday life, emphasizing tradition and the romanticization of Italy, which brings to mind positive connotations of culture and relaxation (vacations, perhaps). I think because the brand has been around for over a hundred years, the status that comes with that already makes for the product to have great authenticity and almost a feeling of buying into this lifestyle that has been shared for so long. It is interesting to think about what draws someone to continue picking this certain product, almost without thinking about it after a while. Looking into their mission statement, I see how they are trying to engage with the mood of the time and promising sustainability and working with environmental progress, which makes me want to spend my money on their product more than something similar that may not recognize that factor.
I looked for the mission statement of Rockstar Energy, an energy drink brand that my roommates and I drink. The mission statement I found is, “To be the global leader in beverages and convenient foods by winning with PepsiCo positive (pep+)”. I think this might just be the mission statement for Pepsi, the company I’m assuming owns Rockstar energy. The motto for Rockstar, which is a bit more specific, is, “Party Like a Rock Star”. In terms of the branding and if it makes me want to consume it, I stumbled onto this brand mostly by chance. If I hadn’t tried it by chance from one of my roommates I likely wouldn’t have tried it at all as I don’t like the taste of most energy drinks. The decoration of the cans are appealing, however, and I could see myself being drawn to them if only for the designs on the cans and not what was actually inside. Reading the mission statement definitely doesn’t encourage me to consume, if anything it strikes me as a sort of world-domination-through-capitalism sort of goal, which doesn’t sit right with me.
A mission statement is a formal summary of a company’s aims and values. I think that a mission statement can be very beneficial and reassuring for the customers who care to read them. So the company that I found with an example of a mission statement is Swarvorski jewels. Their statement is “Swarovski adds sparkle to everyday life with high quality products and services that exceed our customers desires. We inspire our colleagues with innovation and reward their achievements while striving to expand our market leadership.” I think that their statement very accurately represents their company considering it’s a jewelry company and it uses the word sparkle in the first sentence. A clever way to pull us in. In general mission statements are a good way for a company to kind of hype themselves up and make themselves look good without bragging. It would definitely be beneficial to create one for our group project and hype ourselves up to the rest of the class.
A product that I immediately thought of were my Loop Experience earplugs, they have a mission statement to help noise sensitive people (like myself) live a little more comfortably by reducing noise by 18 decibels which is described as a “slight noise reduction”. they have tag lines such as “live life a little less loud”, and which has a nice use of alliteration that I quite enjoy, and “hear everything, just less loud”. which is very useful especially for me who miter be overwhelmed but still need to pay attention during class. They also ask a blanket question to all potential customers which is “Overwhelmed by noise?” followed by the word Peace in bold font on their website. which is a very clear statement to make to potential consumers as they will know what they are buying.
The mission statement for the company I chose, Coca-Cola, is “Refresh the world. Make a difference.” This statement is simple yet effective. Coca-Cola is a worldwide brand, their statement does not have to be flashy or specific because people already know who they are and what they do. It is beneficial for them to keep their current mission statement short and to the point. We know easily they serve beverages from the first short sentence, and we get a sense of their philanthropy through the short second sentence. I think for a newer product like the ones we are designing in our groups, a shorter less specific mission statement may not work as well. It is still possible to make an effective mission statement that is short and concise for this project but it may take some extra research/thought than the Coca-Cola one.
A mission statement is simply a phrase or sentence that will grab the consumers attention and make them want the product. The brand I chose is Patagonia and their mission statement is “to save our home planet”. I like this mission statement because it is short and sweet but gets the point across. Patagonia creates clothing and gear for outdoor enthusiasts and their entire company is encouraging people to explore the outdoors but people can’t do that if our planet dies. I personally own a lot of Patagonia because I love their style and because I love the outdoors. I believe that it’s a big enough company that they can and will make a change to keep the world alive.
So my roommate Austin consumes Pepsi more than water itself and it’s honestly a crippling addition at this point, so it counts. He consumes at least 3 cans a day maybe even more. Pepsi’s mission statement is to, “Create more smiles with every sip and every bite. By creating joyful moments through our delicious and nourishing products and unique brand experiences.” And I can protest that their mission statement is true because when he doesn’t have his daily Pepsi, he gets cranky sometimes or maybe it’s just withdrawals, but who knows. In terms of branding, I think Pepsi does a good job because its cans and its ads are very vibrant. They support having a good time and it’s just an overall classic beverage. Nostalgia might affect their success. They haven’t changed their formula other than Pepsi Nitro which is similar to a canned Guinness, but I digress. They’ve had several collaboration with special can ads and interesting flavors. Pepsi’s most recent venture was Peeps. To be completely honest that should be a crime, Like I would understand a Pepsi-flavored Peep, but a Peep-flavored Pepsi is crossing some moral line. I’m a Coke guy myself but I do see the appeal in Pepsi, it is sweeter than Coke I will admit. It has its benefits in terms of flavor. Everyone has their brand loyalty and swears by it.
My family and I consume L.L. Bean products regularly. Their mission is to sell high-quality products that inspire and enable people to enjoy the outdoors. Their website says, “We believe the more time you spend outside together, the better.” A specific product we use is their Bean Boots, which are pretty well-rounded in branding, authenticity, and desire. When I moved to Maine, it was noticeable how many people wore these different-looking boots everywhere they went. It was the “thing” to have a pair of Bean Boots; they were actually trendy if paired with white socks and leggings in my middle school. I was gifted a pair out of necessity for my lack of hiking shoes and quickly understood the hype since they’re pretty indestructible and invincible when it comes to the elements. Long story short, when you’re living in an outdoorsy place like Maine, these boots sell themselves. The branding is strong; I’ve seen many copycat off-brand boots mimicking the Bean style, people purchase Bean boot stickers and key chains, and they have a friggen Boot Mobile— a giant, drivable Bean Boot. Not to mention there’s a massive boot structure in front of the original store in Freeport. All in all, my own desire for these boots is high due in part to having some Freeport pride sharing a hometown with L.L. Bean, but also from being a big hiker/outdoorsy gal who needs some solid boots I can trust to keep me dry and slip-free.
I eat many Cliff bars as a way to supplement my protein consumption. The company was originally founded in 1990 by Gary Thomas, a baker and a former mountain guide. Clif talks about their values on their website and how they guide them. Those values include “striving to create a healthy and sustainable food system, ensuring our brands and businesses are healthy so that we can do better, and caring about the people, places, and communities we touch” (Clif, 2023). The packaging highlights these values and history as it involves a mountain climber as part of the logo. All of the brand names of the bars have to do with the natural world: Clif and Luna. The company was also recently bought out by a large multinational corporation in the past 12 months. However, I still believe that the values it professes have been mostly tried to be met throughout the company’s lifetime based on the values being printed on the packaging through statements and quotes. The website and the product clearly state what is in the product and try to highlight what’s not in the product to differentiate itself from the competition. They also highlight where the ingredients are sourced from, highlighting the difference between them and their competition, in their focus on organic and sustainable ingredients and business practices.
A product my family and I use a lot are Beauty Counter cosmetic products. We use their lotions, face washes, face creams, make up, sunscreen, etc. The company’s goal is to create products that are free from harmful ingredients, are effective and appealing to the public. From their website, I found their mission statement to be the following, “One by one, we are leading a movement to a future where all beauty is clean beauty. We are powered by people, and our collective mission is to get safer products into the hands of everyone. Formulate, advocate, & educate—that’s our motto for creating clean beauty products that truly perform while holding ourselves to unparalleled standards of safety. Why? It’s really this simple: beauty should be good for you.” I would say that the company goes about their marketing pretty well. Each bottle contains a list of ingredients to show that they are staying true to their mission to create healthy products, and the design on the products is appealing but authentically simple without added design for drawing attention as a form of marketing. I will continue to use these products because they work in the way they are meant to and I trust the brand based on how they have advertised themself.
I use Luluemon products daily. I love their sneakers and their leggings. The company aims to provide high-quality apparel for yoga, running and training. The company is passionate about finding out how people sweat in the community. The vision for their company was to create a community hub where people could learn and practice healthy living, celebrate goals within the community, and find out what people are passionate about. This vision is seen and felt throughout their stores globally today. The company also has a manifesto. This is a way for the brand to share its culture with the community.
14 thoughts on “JORUNAL # 21”
The “product” I have chosen to evaluate is the University of New England with the mission statement “Innovation for a Healthier Planet”. One could say that myself as well as nearly everyone I know use this product on a daily basis. The mission statement “Innovation for a Healthier Planet” is constantly advertised to the masses. It is put on sweatshirts, posters, emails, etc. In terms of branding, I think the marketing team does a great job of making it seem as though being environmentally conscious is in the forefront of everything that goes on at this school. The authenticity is a bit dicey, as I don’t believe that the school is doing nearly enough, as there are many instances where the campus is completely covered in trash or has a bunch unnecessary vehicles using fossil fuels. As far as if I am going to “continue using this product”, the answer is yes, as this school provides me with opportunities that are not nearly advertised as often as the mission statement is.
I decided to focus on the brand Nike because it is so prevalent in modern day America. The mission statement for Nike is as follows “To bring inspiration and innovation to every athlete* in the world.” If I’m being honest I think Nike’s mission statement sucks. I expected a lot better from them. If I knew nothing about the brand and saw the mission statement they would totally lose me as a customer because in the mission statement and vision they exclusively talk about athletes and sports. I understand that athletes are generally going to be the target audience for the company but with their mission statement they are excluding the majority of customers that buy and use the product everyday like blue collar workers, creatives, and outdoorsy folks. In 2021, the share of participants in team sports in the United States amounted to only 22.4 percent of the population and less than one percent of the population play professional sports. So I think in order to draw me in they could have included something about hard work, determination and success because that is more broad and could also apply to me.
The first product I thought of was scrub daddy! We sell a ton of these at CVS. The company is branded as environmentally friendly since the sponges can be recycled and also reused for long periods of time. The company’s goal is to provide fun and efficient household items to “make life easier.” The smiling sponge with its blue and yellow colors, and even the pink scrub mommy design, is easy to spot on the shelf. The sponge is branded as being multi purposeful, as it gets hard in cold water and soft in hot, and is easy to grip with the eye holes and smile. It’s also guaranteed to be scratch-free and safe for nonstick pans. I personally like using this product, and think their mission statement holds true to the products this company produces.
A product I use regularly – and most of my friends do as well – are Sanpellegrino drinks. Their mission statement is “We’ll continue to do all we can to nurture the art of tasteful living, always in harmony with the planet – today and for generations to come.” In terms of branding, it emulates luxury and sustainability in everyday life, emphasizing tradition and the romanticization of Italy, which brings to mind positive connotations of culture and relaxation (vacations, perhaps). I think because the brand has been around for over a hundred years, the status that comes with that already makes for the product to have great authenticity and almost a feeling of buying into this lifestyle that has been shared for so long. It is interesting to think about what draws someone to continue picking this certain product, almost without thinking about it after a while. Looking into their mission statement, I see how they are trying to engage with the mood of the time and promising sustainability and working with environmental progress, which makes me want to spend my money on their product more than something similar that may not recognize that factor.
I looked for the mission statement of Rockstar Energy, an energy drink brand that my roommates and I drink. The mission statement I found is, “To be the global leader in beverages and convenient foods by winning with PepsiCo positive (pep+)”. I think this might just be the mission statement for Pepsi, the company I’m assuming owns Rockstar energy. The motto for Rockstar, which is a bit more specific, is, “Party Like a Rock Star”. In terms of the branding and if it makes me want to consume it, I stumbled onto this brand mostly by chance. If I hadn’t tried it by chance from one of my roommates I likely wouldn’t have tried it at all as I don’t like the taste of most energy drinks. The decoration of the cans are appealing, however, and I could see myself being drawn to them if only for the designs on the cans and not what was actually inside. Reading the mission statement definitely doesn’t encourage me to consume, if anything it strikes me as a sort of world-domination-through-capitalism sort of goal, which doesn’t sit right with me.
A mission statement is a formal summary of a company’s aims and values. I think that a mission statement can be very beneficial and reassuring for the customers who care to read them. So the company that I found with an example of a mission statement is Swarvorski jewels. Their statement is “Swarovski adds sparkle to everyday life with high quality products and services that exceed our customers desires. We inspire our colleagues with innovation and reward their achievements while striving to expand our market leadership.” I think that their statement very accurately represents their company considering it’s a jewelry company and it uses the word sparkle in the first sentence. A clever way to pull us in. In general mission statements are a good way for a company to kind of hype themselves up and make themselves look good without bragging. It would definitely be beneficial to create one for our group project and hype ourselves up to the rest of the class.
A product that I immediately thought of were my Loop Experience earplugs, they have a mission statement to help noise sensitive people (like myself) live a little more comfortably by reducing noise by 18 decibels which is described as a “slight noise reduction”. they have tag lines such as “live life a little less loud”, and which has a nice use of alliteration that I quite enjoy, and “hear everything, just less loud”. which is very useful especially for me who miter be overwhelmed but still need to pay attention during class. They also ask a blanket question to all potential customers which is “Overwhelmed by noise?” followed by the word Peace in bold font on their website. which is a very clear statement to make to potential consumers as they will know what they are buying.
The mission statement for the company I chose, Coca-Cola, is “Refresh the world. Make a difference.” This statement is simple yet effective. Coca-Cola is a worldwide brand, their statement does not have to be flashy or specific because people already know who they are and what they do. It is beneficial for them to keep their current mission statement short and to the point. We know easily they serve beverages from the first short sentence, and we get a sense of their philanthropy through the short second sentence. I think for a newer product like the ones we are designing in our groups, a shorter less specific mission statement may not work as well. It is still possible to make an effective mission statement that is short and concise for this project but it may take some extra research/thought than the Coca-Cola one.
A mission statement is simply a phrase or sentence that will grab the consumers attention and make them want the product. The brand I chose is Patagonia and their mission statement is “to save our home planet”. I like this mission statement because it is short and sweet but gets the point across. Patagonia creates clothing and gear for outdoor enthusiasts and their entire company is encouraging people to explore the outdoors but people can’t do that if our planet dies. I personally own a lot of Patagonia because I love their style and because I love the outdoors. I believe that it’s a big enough company that they can and will make a change to keep the world alive.
So my roommate Austin consumes Pepsi more than water itself and it’s honestly a crippling addition at this point, so it counts. He consumes at least 3 cans a day maybe even more. Pepsi’s mission statement is to, “Create more smiles with every sip and every bite. By creating joyful moments through our delicious and nourishing products and unique brand experiences.” And I can protest that their mission statement is true because when he doesn’t have his daily Pepsi, he gets cranky sometimes or maybe it’s just withdrawals, but who knows. In terms of branding, I think Pepsi does a good job because its cans and its ads are very vibrant. They support having a good time and it’s just an overall classic beverage. Nostalgia might affect their success. They haven’t changed their formula other than Pepsi Nitro which is similar to a canned Guinness, but I digress. They’ve had several collaboration with special can ads and interesting flavors. Pepsi’s most recent venture was Peeps. To be completely honest that should be a crime, Like I would understand a Pepsi-flavored Peep, but a Peep-flavored Pepsi is crossing some moral line. I’m a Coke guy myself but I do see the appeal in Pepsi, it is sweeter than Coke I will admit. It has its benefits in terms of flavor. Everyone has their brand loyalty and swears by it.
My family and I consume L.L. Bean products regularly. Their mission is to sell high-quality products that inspire and enable people to enjoy the outdoors. Their website says, “We believe the more time you spend outside together, the better.” A specific product we use is their Bean Boots, which are pretty well-rounded in branding, authenticity, and desire. When I moved to Maine, it was noticeable how many people wore these different-looking boots everywhere they went. It was the “thing” to have a pair of Bean Boots; they were actually trendy if paired with white socks and leggings in my middle school. I was gifted a pair out of necessity for my lack of hiking shoes and quickly understood the hype since they’re pretty indestructible and invincible when it comes to the elements. Long story short, when you’re living in an outdoorsy place like Maine, these boots sell themselves. The branding is strong; I’ve seen many copycat off-brand boots mimicking the Bean style, people purchase Bean boot stickers and key chains, and they have a friggen Boot Mobile— a giant, drivable Bean Boot. Not to mention there’s a massive boot structure in front of the original store in Freeport. All in all, my own desire for these boots is high due in part to having some Freeport pride sharing a hometown with L.L. Bean, but also from being a big hiker/outdoorsy gal who needs some solid boots I can trust to keep me dry and slip-free.
I eat many Cliff bars as a way to supplement my protein consumption. The company was originally founded in 1990 by Gary Thomas, a baker and a former mountain guide. Clif talks about their values on their website and how they guide them. Those values include “striving to create a healthy and sustainable food system, ensuring our brands and businesses are healthy so that we can do better, and caring about the people, places, and communities we touch” (Clif, 2023). The packaging highlights these values and history as it involves a mountain climber as part of the logo. All of the brand names of the bars have to do with the natural world: Clif and Luna. The company was also recently bought out by a large multinational corporation in the past 12 months. However, I still believe that the values it professes have been mostly tried to be met throughout the company’s lifetime based on the values being printed on the packaging through statements and quotes. The website and the product clearly state what is in the product and try to highlight what’s not in the product to differentiate itself from the competition. They also highlight where the ingredients are sourced from, highlighting the difference between them and their competition, in their focus on organic and sustainable ingredients and business practices.
A product my family and I use a lot are Beauty Counter cosmetic products. We use their lotions, face washes, face creams, make up, sunscreen, etc. The company’s goal is to create products that are free from harmful ingredients, are effective and appealing to the public. From their website, I found their mission statement to be the following, “One by one, we are leading a movement to a future where all beauty is clean beauty. We are powered by people, and our collective mission is to get safer products into the hands of everyone. Formulate, advocate, & educate—that’s our motto for creating clean beauty products that truly perform while holding ourselves to unparalleled standards of safety. Why? It’s really this simple: beauty should be good for you.” I would say that the company goes about their marketing pretty well. Each bottle contains a list of ingredients to show that they are staying true to their mission to create healthy products, and the design on the products is appealing but authentically simple without added design for drawing attention as a form of marketing. I will continue to use these products because they work in the way they are meant to and I trust the brand based on how they have advertised themself.
I use Luluemon products daily. I love their sneakers and their leggings. The company aims to provide high-quality apparel for yoga, running and training. The company is passionate about finding out how people sweat in the community. The vision for their company was to create a community hub where people could learn and practice healthy living, celebrate goals within the community, and find out what people are passionate about. This vision is seen and felt throughout their stores globally today. The company also has a manifesto. This is a way for the brand to share its culture with the community.