Clues — Meaning Powers Movement
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Consumer

Consumer split

Segment by frequency × loyalty.

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Visualization
LOW ← → HIGHLOW ← → HIGH1
Heavy + loyal
2
Heavy + switching
3
Light + loyal
4
Light + switching
What it is

Splits customers by purchase volume and loyalty. Helps decide where to invest.

When to use it

When defining growth strategy and media mix.

How to apply

Size the quadrants. Invest where the growth headroom is biggest.

Related frameworks

Basics
LOW ← → HIGHLOW ← → HIGH1
Question Mark
2
Star
3
Dog
4
Cash Cow

2×2 Matrix

Two axes, four quadrants, clear categories.

Strategy
LOW ← → HIGHLOW ← → HIGH1
Low relevance
2
High relevance
3
Low differentiation
4
High differentiation

Brand Differentiation Analysis

Being relevant isn't the same as being different.

Strategy
LOW ← → HIGHLOW ← → HIGH1
Global
2
Glocal
3
Multilocal
4
Local

Global Brand spectrum

How centralized should a brand be across markets.

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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.