Yes this is real.
And yes, it is utterly stupid.
However as mad as it is, I don’t know if it’s any more ridiculous than the companies who spend millions of dollars saying customer satisfaction is their priority rather than doing stuff that proves customers satisfaction is their priority.
It is as annoying as those companies who bang on about their staff being their number 1 asset but treat them as a commodity with a ‘use-by’ date.
The reality with all these ‘mission statement proclamations’ is that unless you act on the implications of the words, they just end up being meaningless rubbish … which is why marketing is in danger of being the tool of the lazy rather than the amplifier of the good.
Of course there are agencies out there who don’t care.
Their strategy appears to be ‘take the money and run’.
But if we all do that, we undermine our value, relevance and future.
So we can’t let that happen.
But it’s down to us.