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    Course · Brand Foundations trackStrategy

    Core Values

    Guiding values, priorities and non-negotiables.

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    Core Values
    Value · behavior that proves it · anti-value we refuse.
    Define · Core Values
    Values we hire, fire, and decide by — not posters.
    Porter’s 5 Forces
    Score each force 1–5 and capture the dominant story.
    Define · Opportunity Map
    Score and rank where the next win lives.
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    Brand Purpose
    The reason the brand exists beyond profit — the change it wants to see.
    Vision & Direction
    The 5–10 year aspirational state the brand is building toward, plus the strategic direction that gets there.
    Mission
    What the company does day to day to move toward the vision.
    Values
    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.