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hello and welcome to this micro training video from FMCG Academy simply pause on the screen if you want to read through the cover slide today we are going to specifically talk about brand mission but Iamp;#39;m hoping you have seen the previous video which captures the differences between brand mission vision positioning personality and identity if you havenamp;#39;t please make sure you have a look at that today what weamp;#39;re going to try and do in is focus on brand mission and write an example just to reiterate what weamp;#39;ve already discussed in the previous video brand mission captures who are we and what do we do two very fundamental questions which are the basic reason of existence for a brand this document can be your statement can be internal or external it can be both lot of times brand missions are kept internal but Iamp;#39;ve seen external ones too and you need to write it every five years earlier and that pretty much depends on how which category or segment you
