Lululemon has a great mission statement, proof that corporate communications do not need to be as dull as unbuttered toast. In fact, it’s the most outrageously expressive approach I’ve encountered.

The reason this works well is that the company understands their target audience, people who are athletically obsessed with $50 of jingle jangle to spend on a yoga top. They appeal to the side of the person that wants to be different, to have work/life balance and to grow old happily. They talk to the audience rather than at them. What a great way to stand out in the cluttered athletic apparel market.

Beyond that, Lululemon’s products are high quality and well designed. With every purchase they include a copy of their manifesto. This made me smile.

Every company should aim to articulate their brand with this much passion, regardless of what they’re selling.