Brand Commitment Matrix

  • Left, IAM
    • Identity (Who they are)
    • Aims (What they want)
    • Mores (How they belong)
  • Right, POV
    • Purpose (Why we exist)
    • Onlyness (What we offer)
    • Values (How we behave)
  • The two columns are purposely set up so that statements in each row align with one another or support each other.

  • i.e., the Purpose should relate to Identity, the offering should focus on aims, and behave should sync with belonging.

Source