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.