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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 the brand’s ultimate aim of endeavor, the end-state the brand desires for people and the world.

Brand purpose: A brand purpose is the business’ inspirational reason for being beyond making money. It’s the definitive difference the organization seeks to make in the world.

Where to start

Troubles in purpose paradise