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Brand experience

Brand Experience (Davies)

Consistent experience from idea to touchpoint.

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Visualization
CORE1Idea2Behavior3Communications4Touchpoints
What it is

Matt Davies' model: brand idea at the centre, behavior, comms and touchpoints around it.

When to use it

When designing CX strategy across channels.

How to apply

Fill inside-out. Every touchpoint must align with the idea.

Source: Matt Davies

Related frameworks

Basics
CORE1Essence2Sentiment3Comms topics

The Onion

Concentric circles radiating from a core — layering brand essence, messages or audience groups.

Brand building
CORE1Why — Purpose2How3What4Activation & Measures

Brand Purpose / Golden Circle

Start with why. Authenticity starts at purpose.

Brand building
CORE1Core / Essence2Functional benefits3Emotional benefits4Brand personality

Brand Core

The brand's core surrounded by what the customer feels and gets.

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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.