The Product World
How to better articulate the advantage of a brand/product. This is more a way of working than a framework. The Product World seeks to map…
Topic Category: Marketing effectiveness
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
How to present what makes your brand unique. The Pyramid Of Advantage is a technique that helps us work out what our audience or customer…
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…