Using the criteria in Chapter $2($Table $2\mathrm{.}2$ and surrounding discussion$),$ critique the following vision statements listing effective elements and shortcomings. Rank the statements from best to worst once you complete your evaluations.

American Express: We work hard every day to make American Express the world's most respected service brand.

Hilton Hotels Corporation: Our vision is to be the first choice of world travelers. Hilton intends to build on the rich heritage and strength of our brands by:

Consistently delighting our customers