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The Missionary is a brand fired up by an all- consuming desire to overturn an injustice in a world they happen to share.
Of all the challenger narratives, the Missionary tends to be the one that focuses on its purpose first and foremost, and its product or service appears almost as an afterthought.
It is as if the mission is the only reason for
the existence of the business and the mission shapes everything they do, including every piece of communication they create.
Due to the powerful force of the mission at play, everything becomes an embodiment of it.
The product itself, the packaging, the NPD pipeline, the way the consumer engages with the brand or business, the codes of practice in their customer service – everything, in fact, is dictated by the mission.
Consequently, word of mouth, PR, events and physical experiences are often the driving force behind the media and communications strategies of a Missionary brand.
Word of mouth so often becomes an unachievable mythology of many brands hoping to save on media investment, but in the case of a Missionary brand, word of mouth can be a genuine game changer. Word of mouth is a powerful weapon when those words are truly inspiring.
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