Marketing of the Meaning - IV

Timberland has a simple mission of making “it” better. It delivers customer satisfaction through its quality products and stages emotional experiences through store design, for example. To target the spirit, it includes the mission as a tagline.

Timberland has the vision to be the twenty-first century example of socially responsible corporations around the world. It shows a remarkable achievement for its vision over the past years and can use the achievement to market the company to shareholders. Rationally, it is shown by the profit growth the company is enjoying. Emotionally, it is shown by the impressive stock performance. Spiritually, it is shown by the Sustainability Key Performance Indicators. For its employee, Timberland builds the values of Humanity, Humility, Integrity, and Excellence. It shows the values to the employee through various efforts. The most important one is the “Path of Service” to provide the opportunity for employees to practice the values.