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Definitions
A creed framework: A framework that builds on the concept of brand purpose by taking a brand’s impassioned point of view and transforming it into three parts – convictions, a prime value and purpose. These allow the brand to effectively activate against its purpose.
A prime value: What the brand holds to be most important at a life level. It is a property or quality of inherent worth, like potential and self-esteem. The prime value defines...