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Branding | WGBH Mission Statement & Video

THe mission statement of WGBH, the Boston affiliate of the Public Broadcasting System, can easily be found on its website and is frequently seen in the signature block of employee e-mail. It reads as follows: “WGBH enriches people’s lives through programs and services that educate, inspire, and entertain, fostering citizenship and culture, the joy of learning, and the power of diverse perspectives.”

A prominent and easily accessible mission statement is a simple tool that creates a sense of purpose and keeps employees focused on the vision and on the brand. On the website, the mission statement is followed by a list of commitments that present the unified values of the WGBH brand. In the “About Us” section, a QuickTime video describes the station as a window on the world and a storyteller to the nation, and cites its commitment to lifelong learning. When internal brand messages are aligned with external brand expression, the brand synergy created is evident and the result is profound.