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Episode #137: Designing Value: How Axiology Shapes Powerful Brands, Teams, and Trust

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In this inspiring episode, Suzie Price sits down with brand strategist Catherine Treadaway to reveal how the science of value—axiology—can transform how you lead, communicate, and build trust. If you’ve ever wondered why some brands and teams inspire deep loyalty while others fall flat, this conversation uncovers the framework you’ve been missing.

Together, Suzie and Catherine explore the three dimensions of value—Intrinsic (emotional), Extrinsic (practical), and Systemic (logical)—and show how aligning them creates stronger brands, more connected teams, and leadership that lasts. You’ll also discover the Axiological Net Promoter Score (aNPS), a groundbreaking way to measure whether your brand and culture are truly delivering on their promises.

Through stories, insights, and practical examples, Catherine illustrates how designing value on purpose builds trust, loyalty, and legacy in business and beyond.

You’ll Learn:

  • Why intrinsic value is the secret to loyalty, connection, and “sticky” brands
  • How to apply axiology beyond assessments to branding, culture, and communication
  • What the Axiological Net Promoter Score (aNPS) is—and why it’s a game-changer
  • How leaders can infuse value into every interaction, from team meetings to client touchpoints
  • Why every brand is a relationship—and how to nurture it with integrity

Ready to design value with intention? This episode will shift how you think about brands, teams, and the trust you build every day.

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Takeaways of Episode #136 --- 

  • Axiology Isn’t Just for Assessments—It’s a Powerful Branding Tool: Axiology goes beyond assessments—it’s a framework for designing brands and cultures that align emotional, practical, and logical value to build trust.
  • Intrinsic Value Is the Secret to Loyalty and Connection: True loyalty comes from intrinsic value. By prioritizing human connection and meaning, brands and leaders create “stickiness” and lasting trust.
  • The Axiological Net Promoter Score (aNPS) Is a Game-Changer: aNPS measures if your brand or team delivers on emotional, practical, and structural promises—redefining trust, alignment, and lasting impact.
GET THE TRANSCRIPT FOR THIS EPISODE


In this episode:

Suzie Price [00:00:07]: “It’s the invisible current underneath everything you say and do: Value. And today, we’re talking about how to design it on purpose.”

Catherine Treadaway [00:10:35]: “It was kind of like a little exercise in: how do I take this framework of axiology and apply it directly to branding and culture?”

Catherine Treadaway [00:59:33]: “When you look at that graph and you see a lot of color, you’re actually seeing how emotional trust shows up in your brand messaging.”

Douglas White [01:17:32]: “The unknown is a natural part of life—we don’t always know the why, how, or when. The key is to return to the present moment.”

Suzie Price [01:20:15]: “Every interaction is branding. Every touchpoint is a chance to carry value—in the right order: people, action, then ideas.”

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