Editors are generally filled with dread when people start to talk about slogans, mottos, key messages and mission statements.
To be fair, there have been some pretty bad ones over the years. And even the really good ones - from firms as savvy as Starbucks and Microsoft - can often sound a little trite. Doesn't everyone...
To continue reading this article...
Join Professional Pensions
Signup and gain exclusive members-only insights
- Unlimited access to real-time news, analysis and opinion from the industry
- Receive our in-depth monthly magazine in either print or digital format
- Access our Sustainable Investment Hub covering news and opinion from thought leaders in the ESG space
- Receive important and breaking news stories selected by the Editors in our daily newsletter
- Hear from industry experts and other forward-thinking leaders
- Receive a monthly members-only newsletter with exclusive opinion pieces from leading industry experts and a feature from the magazine in advance of its release date
