The Product World

This is more a way of working than a framework. The Product World seeks to map existing behavior and attitudes. You take a piece of…

The Benefit Ladder

The Benefit Ladder is a classic tool to get you thinking about what matters to your audience. Often, we are too close to our brand…

Pyramid of Advantage

The Pyramid Of Advantage is a technique that helps us work out what our audience or customer finds unique and motivating about our brand or…

Advantage is Yours to Give

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

Creative Briefs

The main things to remember about creative briefs are: 1. Do the thinking before you write a creative brief 2. Writing creative briefs can feel…

Strategy Statements

Strategy statements try to encapsulate an idea that solves a problem based on understanding the audience and the brand.  It’s good practice to also use…

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