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The world’s most aligned brands: Examining the best—and worst—mission-driven companies

by | Aug 17, 2021 | Public Relations

For today’s brands and businesses, being mission focused is mission critical, and many companies are accepting the challenge of aligning mission with values—but plenty of organizations are still struggling with meeting that goal (or even defining it). New research from results orchestration platform Gtmhub identifies how well senior leadership from the world’s largest brands communicate their corporate mission—seeking to raise collective awareness to the significant challenge of vision and mission alignment.

For today’s workplaces, being aligned with the company mission at every level of the business is a critical differentiator between companies primed for success and those poised for struggle—and developing a strategy is only half the battle. Aligning an entire organization to the strategy for effective execution often proves far more difficult than developing the strategy itself.

The world's most aligned brands: Examining the best—and worst—mission-driven companies

“Being aligned with your company’s mission allows employees at every level to understand their purpose in the workplace and hence, work towards growth, continued development and overall satisfaction with the work they are contributing to the company and their team,” said Seth Elliott, chief operating officer at Gtmhub, in a news release. “As an OKRs platform, we understand how critical an effective strategy execution framework is for ensuring clarity and alignment to achieve the mission. In serving the world’s largest brands, we have seen first-hand how essential mission alignment is for success, and the MAI represents our effort to help companies improve their effectiveness in the Age of Outcomes.”

The world's most aligned brands: Examining the best—and worst—mission-driven companies

For its newly released Mission Alignment Index (MAI), the firm utilized survey data from confirmed employees on a self-reporting basis. The index’s key insights highlight the correlations between employee satisfaction and a company’s overall Mission Alignment score. The MAI ranks hundreds of top brands and grades them from A-F. Notable findings include:

  • Only 14 percent of brands scored the highest rating for mission alignment.
  • Gucci, HubSpot, Johnson & Johnson and Netflix were among the highest scored brands in the world
  • IBM, Whole Foods Market, Chick-fil-A, Airbnb and Porsche earned a ‘C’ rating
  • 14 percent of brands scored an “F” including McKinsey and Company, Marriott International, Gamestop and iHeartMedia

Best of the best:The world's most aligned brands: Examining the best—and worst—mission-driven companies

Worst of the not-so-great:

The world's most aligned brands: Examining the best—and worst—mission-driven companies

Download the full report and see the full list here.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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