Advantage is Yours to Give

How to unearth the advantage in a brand or product.

In The Four Points Framework, we write the advantage as an idea – an argument – that connects to the theme we’re playing with in the Problem and Insight.

The Advantage needs evidence. We need to be able to say it in a sentence but then show several pieces of proof.

“Look, the New York Knicks are designed to make fans angry. Why? They haven’t won in decades, the owner is only interested in money, the team never looks like they’re trying.”