I understand that most people believe that a mission statement is necessary for creating a brand identity, and that some insight should be given into what the brand represents and where it comes from, but most of these descriptions are meaningless and over-the-top ramblings about changing the world. For example:
"Art and Design built on eclectic fusion,
First Twelve is a collaboration with the universe,
striving to re-define what is there, and unveil what isn't"
What the fuck does that even mean? A collaboration with the fucking universe?
Similarly, can brands stop please stop referring to themselves as 'movements'.
Not sure if anyone else cares, this is just a detail that has deterred me from many otherwise well-conceived brands which I would have supported.