SCORE framework for Purpose

Source: Oxford.

At the height of purpose-driven branding, many companies made bold claims about existing beyond profit without acting accordingly. 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 be 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.