Clues — Meaning Powers Movement
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Insight

How to spot a trend

Trends travel from the cultural edge into the mainstream.

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Visualization
Future Cultural EdgeCultural EdgeDominant SubculturesMainstream
What it is

Four-layer model of how trends diffuse from future edge to mainstream.

When to use it

Spotting signals that will shape future behaviour.

How to apply

Listen to the edges — social, podcasts, influencers, customers.

Source: Nayantara Dutta & Rachel Mercer

Related frameworks

Basics
VisionStrategyAction plan

The Pyramid

Hierarchy from foundation to peak — priorities, layering and sequential build-up of an idea.

Brand building
BrandIdeaPositioningPersonality + ValuesReasons to Believe

Brand Identity

The brand's promise to customers — a consistent set of associations.

Brand building
ResonanceJudgements / FeelingsPerformance / ImagerySalience

Brand Resonance Model (CBBE)

From awareness to loyalty in four stages.

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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.