The Onion
Concentric circles radiating from a core — layering brand essence, messages or audience groups.
Layers represent gradual distance from a core. Distance = strength of association to the essence.
For brand essence, culture, layering messages or audience groups.
Start from the core with a single word. Each outer layer adds context, expression or proof.
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.