John Doe conceived MTV\'s brandguide, The Big Book, for internal as well as external communications. It serves as a guideline for everyone that wants to tune into MTV\'s general direction. The Big Book is not only a strategic document, it also formulates the market position of the MTV brand along with its accompanying brand values. MTV\'s mission is to inspire, which is why the Big Book is designed in such a way that MTV promptly accomplishes its mission.
