"Mission, Vision and Values" is everywhere in brand strategy. But what if it's not brand strategy at all?

If you've ever completed an MVV exercise with a client and then wondered how to actually turn it into branding, this one is for you.

I tackle why Mission, Vision and Values belongs in a different strategic discipline and what brand strategy actually needs to do instead, including:

• Why MVV produces 'brand narcissism' and leaves the customer out of the conversation

• Replaying a founder's values back to them is the easy gap, not the important one

• The most common brand values are HR documents in disguise

• What a customer-focused brand strategy actually needs to answer

Knowing the difference between founder strategy and brand strategy is the upgrade your clients actually need from you.

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