Clues — Meaning Powers Movement
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Brand building

Brand Equity Pyramid

How many people know, want and recommend the brand.

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Visualization
AdvocacyLoyaltyPreferenceRelevanceAwareness
What it is

Five layers from awareness to advocacy — a quantitative view of brand strength.

When to use it

For brand tracking studies and brand health reporting.

How to apply

Measure conversion between layers. The biggest drop = the biggest opportunity.

Related frameworks

Basics
VisionStrategyAction plan

The Pyramid

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

Brand building
CORE1Why — Purpose2How3What4Activation & Measures

Brand Purpose / Golden Circle

Start with why. Authenticity starts at purpose.

Brand building
BrandIdeaPositioningPersonality + ValuesReasons to Believe

Brand Identity

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

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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.