Brand values · The stated values · Element
The exclusion
What the value rules out for the brand.
The part
What it is
The outward face of a refusal: the kind of work not taken, the claim not made, the customer told they would be better served elsewhere.
An exclusion an audience can picture is what separates a value from a compliment the brand has paid itself.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
Costs the audience
What someone gives up by choosing this brand, which is what makes the value believable.
Text shared type
The other elements in the stated values
The wording
Each value as it is published, in final form.
LearnThe surfaces
Where the value is actually stated.
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