I ran across Aviva, a global insurance company, through this ad at a U.S. airport. I was immediately intrigued by their customer-centered mission: YOU. While arguably not a formal mission statement (most aren't very good anyway), it makes manifestly clear where they want us to think their focus lies.

And Aviva is consistent with this message throughout their communications. For example, their brand promise explanation is all about a distinctive customer experience that recognizes the value of each one of us:

Aviva has committed to deliver one distinctive experience for our customers, wherever we are in the world - we want them each to feel that "no one recognises me like Aviva".

And they nicely tie this intention to their cause marketing efforts. In fact, their brand is the centerpiece of all their communications. Check it out here.

Aviva (which means "Spring" in Hebrew) gets that branding is a core and essential business discipline. They are a good example of a company in which marketing and customer research have seats at the decision-making table.

Now, having generated such high expectations, it's especially critical that they deliver on their promise.

This weekend I saw a Goodwill truck with this big and bold slogan: "Getting people jobs." I was impressed.

As an international organization, their homepage states their mission clearly and succinctly - and in plain language: 

We help people who are looking for work or better jobs so they can better provide for their families.

Goodwill is a good example of a major non-profit that knows how to brand itself and tie its brand to its mission. Cone's Nonprofit Power Brand 100 study ranks Goodwill Industries International as #5 among leading nonprofit brands in America, with a brand value of over $2.5 billion. I think if Goodwill directly connects donating with jobs, their brand image and fundraising will be even stronger.

I believe this British Petroleum ad ran in The Economist in 1999:

And they are. Tragically ironic, isn't it? Careful of what you promise. More than your brand is at stake.