Amazon.com description: Product Description: Too often a marketing communications campaign begins with the words, "We need a new logo." Jim Armstrong suggests that such campaigns should really begin with unearthing, capturing, and communicating the "cause" of a business-the "why" it exists versus simply what it does.

The 10-question process included in this book helps businesses find their authentic, truthful voice which can then be translated into a strong marketing communications concept that is carried throughout the company's communications with customers, employees, and shareholders.

Four detailed case studies include examples of the advertisements, annual report covers, banner ads, and other marketing materials that were generated from the Mission-in-a-Message process that he advocates.