64. WHY WE EXIST
This is our mission.
Our brand’s purpose.
HOW WE’RE DIFFERENT
This is how we’re uniquely positioned
to accomplish our mission.
WHAT WE DO
This is speciﬁcally what it will take to achieve our mission, which includes our products
and services (categories). This is what our brand purpose looks like in action.
MESSAGING HIERARCHY - A TOOL FOR STORYTELLING