Purpose Statement

The essence of a brand’s existence.
It is a concise, bold, big, and universal declaration.

EXAMPLE

Appellation North Vineyards exists not just for growing, but for a narrative. A narrative set in a craggy and resilient terrain and a legend rooted in passion, nature, land, sea and air.

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Core Offering: A simple, straightforward, descriptive statement.
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Attributes: The “what” of the brand story.