Replace Vague Brand Thinking with the 4 Points Strategy
Strategy for brand thinking feels like a collection of overpriced buzzwords and hollow adjectives designed to mask the fact that nobody actually knows what the goal is. They’re the equivalent of a blank stare in a board meeting - vague, non-committal, and utterly useless when it’s time to actually sell something. The 4 Points Strategy is the smelling salt for your brand's mid-life crisis. It forces you to stop hiding behind 'brand pillars' and actually define the fight you’re in. If you can't articulate why a human being should care in four moves, you don't have a brand - you have a logo and a burning pile of cash.
The TL;DR
Stop pretending 'innovation' is a personality. Use this framework to find the human mess (Problem), the uncomfortable truth (Insight), your one actual weapon (Advantage), and the singular marching order (Strategy) that keeps your brand from being background noise.
Why This Kills Vague Brand Thinking
Vague brands die in the 'maybe' pile. This framework is designed to make you uncomfortable enough to be interesting.
PROBLEM
Forget your 'declining market share.' What is the customer actually struggling with? Are they tired of being lied to? Are they overwhelmed by choice? If there’s no human problem, your brand is just a commodity with a fancy font.
INSIGHT
This isn't a data point like '70% of moms buy soap.' It's the *why*. Maybe they buy the soap because they want five minutes of peace in the shower, not because they care about 'mountain freshness.' Find the truth they won't put in a survey.
ADVANTAGE
Stop listing five things. Give me one. Is it your price? Your speed? Your refusal to use plastic? It has to be a real Advantage that makes the Problem go away. If everyone else has it, it's not an advantage.
STRATEGY
This is the Strategy. It’s the bridge. It’s one aggressive, actionable sentence that connects the Problem, Insight, and Advantage. If it doesn't sound like a battle plan, start over.
PROBLEM
Forget your 'declining market share.' What is the customer actually struggling with? Are they tired of being lied to? Are they overwhelmed by choice? If there’s no human problem, your brand is just a commodity with a fancy font.
INSIGHT
This isn't a data point like '70% of moms buy soap.' It's the *why*. Maybe they buy the soap because they want five minutes of peace in the shower, not because they care about 'mountain freshness.' Find the truth they won't put in a survey.
ADVANTAGE
Stop listing five things. Give me one. Is it your price? Your speed? Your refusal to use plastic? It has to be a real Advantage that makes the Problem go away. If everyone else has it, it's not an advantage.
STRATEGY
This is the Strategy. It’s the bridge. It’s one aggressive, actionable sentence that connects the Problem, Insight, and Advantage. If it doesn't sound like a battle plan, start over.
How You'll Probably Keep Being Vague
(Try to avoid these if you want to actually win)
- ×Defining the 'Problem' as the customer not knowing your brand exists (narcissism)
- ×Using 'Trust' or 'Quality' as an Advantage (those are table stakes, not weapons)
- ×Writing an Insight that is just a boring fact everyone already knows
- ×Making the Strategy a tagline instead of a logical direction
- ×Avoiding the uncomfortable truth because it doesn't look 'on-brand'
- ×Trying to solve three problems at once because you lack the spine to choose one
- ×Using corporate buzzwords in the Strategy box to sound smart
- ×Ignoring the Advantage you actually have in favor of one you wish you had
If your strategy could apply to your competitor if you swapped the logos, it's garbage. Throw it away and try again.
Real Examples
Sustainable Cleaning Products
Moving away from 'save the planet' fluff to actual sales.
PROBLEM
People feel guilty about plastic waste but hate cleaning products that don't actually work.
INSIGHT
Deep down, customers value a clean bathroom more than a clean ocean, but they hate admitting it.
ADVANTAGE
Industrial-strength formulas delivered in forever-bottles that look like high-end decor.
STRATEGY
Position the brand as 'Guilt-Free Power' for the person who wants a sparkling home without the environmental hangover.
PROBLEM
People feel guilty about plastic waste but hate cleaning products that don't actually work.
INSIGHT
Deep down, customers value a clean bathroom more than a clean ocean, but they hate admitting it.
ADVANTAGE
Industrial-strength formulas delivered in forever-bottles that look like high-end decor.
STRATEGY
Position the brand as 'Guilt-Free Power' for the person who wants a sparkling home without the environmental hangover.
Mid-Tier Project Management SaaS
Standing out in a sea of 'productivity' tools.
PROBLEM
Teams are drowning in notifications and 'status updates' that prevent them from doing real work.
INSIGHT
Employees secretly use 'managing the tool' as a way to look busy while avoiding the hard tasks.
ADVANTAGE
A 'Deep Work' mode that silences all non-essential pings and auto-generates status reports from actual activity.
STRATEGY
Own the 'Anti-Notification' space by weaponizing the tool to protect time rather than demand it.
PROBLEM
Teams are drowning in notifications and 'status updates' that prevent them from doing real work.
INSIGHT
Employees secretly use 'managing the tool' as a way to look busy while avoiding the hard tasks.
ADVANTAGE
A 'Deep Work' mode that silences all non-essential pings and auto-generates status reports from actual activity.
STRATEGY
Own the 'Anti-Notification' space by weaponizing the tool to protect time rather than demand it.
Direct-to-Consumer Coffee
Replacing 'premium beans' with a real reason to subscribe.
PROBLEM
The morning routine feels like a mindless chore rather than a moment of clarity.
INSIGHT
People don't just want caffeine; they want a 10-minute ritual that makes them feel like they have their life together.
ADVANTAGE
A curated 'Ritual Box' that includes hyper-specific brewing instructions and a sensory guide for each roast.
STRATEGY
Transform the brand from a 'bean supplier' to a 'morning architect' for the high-performing professional.
PROBLEM
The morning routine feels like a mindless chore rather than a moment of clarity.
INSIGHT
People don't just want caffeine; they want a 10-minute ritual that makes them feel like they have their life together.
ADVANTAGE
A curated 'Ritual Box' that includes hyper-specific brewing instructions and a sensory guide for each roast.
STRATEGY
Transform the brand from a 'bean supplier' to a 'morning architect' for the high-performing professional.
Frequently Asked Questions
What if my 'Advantage' isn't unique?
Then you don't have a brand, you have a commodity. Find something - even if it's just your personality or the way you talk - and double down on it. Otherwise, prepare to compete on price until you go bust.
Is the 'Problem' always about the customer?
Always. If you start talking about your revenue goals in the Problem box, you've already lost. Nobody cares about your mortgage; they care about their own headaches.
Can an 'Insight' be too mean?
If it doesn't make you feel a little bit like a jerk for pointing it out, it's probably not deep enough. The best insights are the ones people are embarrassed to admit.
How long should the 'Strategy' sentence be?
If you need a breath in the middle of it, it's too long. Keep it under 15 words. Sharp, punchy, and impossible to misunderstand.
Why can't I just use my existing brand pillars?
Because your brand pillars are likely 'Integrity, Innovation, and Excellence,' which are just words people put on posters in depressing offices. They aren't a strategy; they're a wish list.
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