Thanks for reading! And good idea - will see if I can add a few examples to the article. And you're right - it is very much like a tagline. I worked at agencie

Thanks for reading! And good idea - will see if I can add a few examples to the article. And you're right - it is very much like a tagline. I worked at agencies that preferred the catchy tagline approach even for strategy statements (arguing they work better as jumping off points for creatives) as well as places that had more of a strategy structure - yours is a really good and classic template. Another popular one is the "get-to-by" structure, credited to the BBDO agency. A lot of brands use mission/vision/brand idea/positioning/tagline statements interchangeably, for better or worse - there are no rules in strategy though so you kind of just have to go with what works best for your company.