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

The Wake Up Eager Workforce Podcast

In this episode of the Wake Up Eager Workforce podcast, Suzie Price is joined by Catherine Treadaway—brand strategist, creative director, and passionate “Hartmaniac”—to explore how Axiology, the science of human value, is reshaping the way we build brands, lead teams, and earn trust.

Together, they unpack what it means to design value on purpose, revealing how the three dimensions of value—Intrinsic, Extrinsic, and Systemic—can be applied to branding, leadership, and communication. Catherine introduces a revolutionary new tool, the Axiological Net Promoter Score (aNPS), and explains how measuring emotional trust in your messaging can drive lasting loyalty and alignment.

Later in the episode, Douglas White returns with his Emotional Wellbeing 2.0 segment, offering grounded wisdom on navigating uncertainty and reconnecting with the present moment when emotions feel overwhelming.

If you’ve ever wondered how to build a brand that resonates, lead with more meaning, or tap into deeper human motivation—this conversation will show you how to use value as your compass.

Read the full transcript of Episode 137 below and discover how Axiology can transform the way you lead, brand, and connect.

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.

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.”