We learn in Pirkei Avos (Ethics of the Fathers) that there are three crowns: the crown of Torah, the crown of priesthood and the crown of royalty, but the crown of a good name exceeds them all. What does this actually mean? The crown of Torah is the Torah scholars. The crowns of priesthood and royalty are impressive family lineages. Both of these honors are commendable, but at the end of the day, having a good name is the crown that sits above them all.
Keter restores this foundational value for the Orthodox Jewish community. Through media and out of the box events (which garner media attention) Keter reframes and rebrands Orthodox Jews and Judaism reaching over 1 million people every month in 183 countries around the world.