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Brand Building Framework

Brand-building content rules: fame, story, distinctive cues.

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Visualization
Fame builders — long termShort stories — mid termDistinctive cues — short term
What it is

Born Social: mix big fame builders with regular short stories and constant distinctive cues.

When to use it

Planning a brand's social/content calendar.

How to apply

One fame piece a year, short stories monthly, distinctive cues always-on.

Source: Born Social

Related frameworks

Basics
VisionStrategyAction plan

The Pyramid

Hierarchy from foundation to peak — priorities, layering and sequential build-up of an idea.

Brand building
BrandIdeaPositioningPersonality + ValuesReasons to Believe

Brand Identity

The brand's promise to customers — a consistent set of associations.

Brand building
ResonanceJudgements / FeelingsPerformance / ImagerySalience

Brand Resonance Model (CBBE)

From awareness to loyalty in four stages.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.