FORMAL STATEMENTS.
This category includes mission statements, credos, codes of ethics, annual reports, advertising copy, and company slogans. Company slogans can be a particularly potent means of communicating to stakeholders. Avis's "We Try Harder," for instance, has been remarkably effective in conveying the company's identity. Other examples include Prudential's "Own a Piece of the Rock," which communicates the company's financial stability, and E.I. du Pont de Nemours & Co.'s "Better Living through Chemistry," which underscores the firm's science-driven culture.
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