Clues — Meaning Powers Movement
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Storytelling

Cultural Narrative

Structure a community's story through present, vision and threats.

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Visualization
LOW ← → HIGHLOW ← → HIGH1
Present
2
Vision (Future Success)
3
Threats (Future Failure)
4
Destiny / Action
What it is

Narrative frame mapping present, hope, fear and destiny of a group.

When to use it

Building brand or category storytelling with cultural reach.

How to apply

Answer the 4 questions about present, vision, threats and destiny.

Source: Gustav Freytag

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.