The Long & Short of It
Brand building & sales activation — keep the 60:40 balance.
Binet & Field (IPA): long-term brand building delivers broader, bigger effects; short-term activation smaller, faster ones.
Annual media budget allocation.
Aim for 60 % brand : 40 % activation (for most categories).
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.