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Dictionary by pitch.dog
Brand foundations & identity · Core

Brand values

Also called: company values

ELI5

Principles a brand claims should guide behaviour and decisions.

Used in conversation

“Can we show how brand values changes the audience’s experience, not just the language?”

Pitch context

You will see “Brand values” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • ValuesThe search label “company values” can route to both entries.
When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.