Consumer Pyramid
From describing the customer to the insight — step by step.
The pyramid takes you from target consumer through occasions and needs to the insight that feeds the brand statement.
When building brand essence and a creative brief.
Build bottom-up. The insight must be surprising and relevant.
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.