On this episode of Brand2Brand, Thomas and Veronica re-examine the corporate mission statement. Is it still the foundation brands are built upon or the anchor preventing them from quickly changing direction? Tune in as they evaluate the mission statements of two successful brands - GE vs. JetBlue. Which one feels sincere? Which one reeks of corporate B.S.? And lastly, would your mission statement pass the smell test?

For a full transcript of the podcast audio, including research and reference materials, visit blog.stirlingbrandworks.com.