1. oteworthy Brand Ideals
Messages

2. Brand Promise:
Inspiring people to do things they love every day.

3. Brand Promise:
Hear what you want.

4. Philosophy:
How we do the impossible
1. We start from first principles (e.g., simplify the
complex).
2. We aspire to help and change the world.
3. We apply 10X thinking.
4. We don’t worry about the business model.

5. Brand Promise:
Simplifying life’s big decisions.

6. Brand Promise:
To make the world’s daily habits entertaining and
inspiring.
The 4 Daily Habits of Internet Users:
Search Communications
Consuming content Watching Videos

7. Mission:
To be the world’s leading health, wellness
and nutrition company.

8. Brand Promise:
To make the final stage of your life
the best stage of your life.

9. Brand Ideal:
To champion healthy cleaning in the home while altering
“dirty” business practices.

10. Brand Purpose:
We help people be their best in the moments that
matter.

11. Brand Purpose:
To make players great

12. Brand Purpose:
Quality content that satisfies curiosity.
Core belief:
Content can educate and inspire.