Brand Core
The brand's core surrounded by what the customer feels and gets.
Layered model: core = essence, surrounded by functional and emotional benefits and personality.
When distilling the brand down to a single word or phrase.
Iterate from outside in. The brand essence should fit on a sticker.
Related frameworks
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.