You want a bold brand vision? Consider Volvo’s declaration for a future without fatalities.
Here it is.
Our vision is that no one is killed or injured in a Volvo by 2020.
Are you kidding?
That is a bold and badass brand vision. 
And think of the effects it will have for Volvo.
It makes it very clear to employees what they are here to do. You know what the company is expecting from you.
More important, it will sell cars. Not in 2020 — right now. Because clearly, if you want safety, you want Volvo. Imagine the promise they can make when they reach the goal. You will not be killed in a Volvo. Hard to beat.
All of that separates Volvo even further from their competition. Watch this video. One of many Volvo are sharing. Forget blog posts and infographics, THIS is content marketing.
Can your brand be that bold? It may not have to be. But it should stand for something. Simply making a declaration will help your business inside and out. 
Learn from Volvo. 
Find your vision. It is rooted somewhere in your company DNA. Declare it boldly.
Posted by David Bellerive. David is Vice President of Creative and Interactive for the Phoenix Group