EpiMeme

An EpiMeme (from Greek epi- meaning "above" or "over" + meme) is the master idea or meta-narrative that sits above and encompasses all other messaging within an organization. It represents the singular, organizing concept from which all subordinate ideas, messages, and strategies emerge.

While standard memes are individual units of cultural transmission or marketing messages, an EpiMeme is the overarching framework that gives context and coherence to those individual units. It functions as the conceptual umbrella under which all other communication lives.

An effective EpiMeme integrates:

• The organization's fundamental purpose (why it exists)
• Its core values (what it stands for)
• Its unique premise or worldview (how it sees the problem/solution differently)

The EpiMeme operates at the DNA level of an organization—it's not simply messaging applied on top of a business, but rather the essential truth that the business is built around and cannot be separated from.

See also: EpiMeme Marketing Plan