SCORE framework for Purpose

Source: Oxford.

In the peak of purposeful branding, there are plenty of brands out there making bold statements about their proposed reason for existing beyond profit, and are then not acting in accordance. The SCORE framework exists to combat just that by linking purpose to actions. Writing down a memorable rallying cry is not enough, it needs to connect to practice, be adopted by the BOARD, and acted upon at every level of the organization. Rewarding and incentivizing behaviors that meet purpose is a great way to get teams to live up to it. And only then, is your brand in a position to tell stories about purpose. Otherwise, you run the risk of a backlash that can come with empty claims.