Clues — Meaning Powers Movement
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Strategy

Model of Needs

Which human needs does your brand serve?

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Visualization
5Self-actualizationAspiration & meaning4EsteemStatus & personal br…3BelongingCommunity, relations…2SafetyTrust, certainty, qu…1PhysiologicalFunction, performanc…
What it is

An adaptation of Maslow's pyramid for brands — articulates the level of need your brand operates at.

When to use it

When searching for a brand's emotional territory and higher motivations.

How to apply

Identify the primary need you meet and the higher need you aspire to.

Source: What Sticks — Briggs & Stuart, 2005

Related frameworks

Strategy
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?

Planning Cycle

Five strategy questions to ask yourself on repeat.

Strategy
Company
Customer
Competitors

3C Model

Strategy lives where company, customer and competitors meet.

Strategy
SStrengthsHELPFULWWeaknessesHARMFULOOpportunitiesHELPFULTThreatsHARMFULINTERNALEXTERNALPOSITIVENEGATIVE

SWOT Analysis

Strengths, weaknesses, opportunities, threats — on a single sheet.

✺All 100+ frameworks in one PDF cheatsheet.
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.