Subway: More than just fast food, great marketing?

I passionately believe that brand owners that adopt a brand belief, something that people can admire and respond to, are more likely to find a way to connect better and more strongly with consumers.

By having a brand belief it focuses the minds, channels the energy and importantly generates passion within a company. It gives everyone something to rally behind, and is more likely to ensure you are unique, different and distinctive.

I am always on the lookout for where I see this happening. I attended a talk at the Richmond Event's Marketing Forum by Paul Reynich who is the European Marketing Director for Subway. He spoke about how well the business was doing and then why. It was clear that their energized approach and success has come through adopting a brand belief and a vision that flows out of that.

He called it their mission but it was very much a brand belief, and started with the words "We believe".

This is what he said about SUBWAY:

MISSION (Brand belief)
WE BELIEVE THAT THE ONLY WAY TO EAT IS FRESH, when it is made in front of you by real people in a place that you want to visit.

VISION
TO BECOME THE WORLD'S FAVOURITE PLACE TO EAT FRESH

He then spoke about how this belief and vision has been acted on and is the source of innovation and initiatives both by head office and by the thousands of franchises.
One example he gave was how this has lead to their "philosophy" on product that includes: Made in front of you. Just the way you like (you chose what goes in). With fresh bread baked in the store.

It was great for me to see an example from a non grocery business where adopting a brand belief and then cascading it through product, shopper and communication as it (in my view) further validates my passion on the importance to marketers of going down this route.
We all need to start moving from just an obsession with benefits and features and trying to out compete the competition - and instead forging a real and different path based on what they believe in that resonates with consumers.

What do you think we can learn from Subway and their belief?