Role

Marketing Framework Guides for Account Planners

Framework guides built specifically for Account Planners. Learn how to use proven marketing frameworks to solve the problems you face every day, with step-by-step processes and real-world examples that actually work.

BRAND POSITIONING4 Points Strategy

Align Brand Capability with Strategy Using 4 Points Strategy Framework

Learn how to align brand capability with strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENT4C Framework

Align Insights with Execution using the 4C Framework

Learn how to align insights with execution using the 4C Framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Align Marketing and Sales Briefs using Get Who To By

Learn how to align marketing and sales briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Align on Campaign Success Criteria using Get Who To By

Learn how to align on campaign success criteria using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Align Strategy and Creative in One Brief using Get Who To By

Learn how to align strategy and creative in one brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Align Supply and Demand Objectives in Marketplace Briefs using Get Who To By

Learn how to align supply and demand objectives in marketplace briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Anchor Strategy in Human Reality with the 4 Points Strategy

Learn how to anchor strategy in human reality using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Applying the 4C Framework to FMCG Brands Fighting Category Indifference

Learn how to apply the 4C Framework to FMCG brands fighting category indifference. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Applying the 4C Framework to Media Brands Struggling for Attention

Learn how to apply the 4C Framework to media brands struggling for attention. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Bring Every Team Back to One Clear Direction using Get Who To By

Learn how to bring every team back to one clear direction using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Build a Brief That Drives Action, Not Discussion using Get Who To By

Learn how to build a brief that drives action, not discussion using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENT4C Framework

Build a Cleaner, More Focused Brief with the 4C Framework

Learn how to build a cleaner, more focused brief using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Build Actionable Briefs Faster with the Get Who To By Framework

Learn how to build actionable briefs faster with the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4 Points Strategy

Build Campaign Ideas from Insight with the 4 Points Strategy

Learn how to build campaign ideas from insight using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

PRODUCT LAUNCHGet Who To By

Clarify Conversion Objectives in Fintech Launches using Get Who To By

Learn how to clarify conversion objectives in fintech launches using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Clarify Decision-Maker Focus in B2B Briefs using Get Who To By

Learn how to clarify decision-maker focus in B2B briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Clarify Engagement Objectives in Media Campaign Briefs using Get Who To By

Learn how to clarify engagement objectives in media campaign briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

PRODUCT LAUNCHGet Who To By

Clarify Launch Objectives for DTC Products using Get Who To By

Learn how to clarify launch objectives for DTC products using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Clarify What Success Actually Means in a Brief using Get Who To By

Learn how to clarify what success actually means in a brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Clarify Why You Win Using the 4 Points Strategy

Learn how to clarify why you win using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Create a Campaign Brief That People Actually Follow using Get Who To By

Learn how to create a campaign brief that people actually follow using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Create a Clear Brief Under Time Pressure using Get Who To By

Learn how to create a clear brief under time pressure using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Create a Creative Brief That Sparks Better Ideas using Get Who To By

Learn how to create a creative brief that sparks better ideas using the Get Who To By framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATIONGet Who To By

Create Cleaner, Simpler Decks using the Get Who To By Framework

Learn how to create cleaner, simpler decks using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Create Clearer, More Persuasive Decks using the 4C Framework

Learn how to create clearer, more persuasive decks using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Create Compliant but Focused Healthcare Briefs using Get Who To By

Learn how to create compliant but focused healthcare briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4C Framework

Create Customer-Centric Campaigns with the 4C Framework

Learn how to create customer-centric campaigns using the 4C Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Define Clear Strategic Direction Using the 4 Points Strategy Framework

Learn how to define clear strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Action Travel Campaigns Must Trigger using Get Who To By

Learn how to define the one action travel campaigns must trigger using the Get Who To By framework. Practical guide with step-by-step process and real examples.

PRODUCT LAUNCHGet Who To By

Define the One Activation Goal in a SaaS Launch Brief using Get Who To By

Learn how to define the one activation goal in a SaaS launch brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

GO-TO-MARKET STRATEGYGet Who To By

Define the One Behavior a GTM Brief Must Drive using Get Who To By

Learn how to define the one behavior a GTM brief must drive using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Behavior Healthcare Campaigns Must Drive using Get Who To By

Learn how to define the one behavior healthcare campaigns must drive using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Define the One Objective That Matters in a Brief using Get Who To By

Learn how to define the one objective that matters in a brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Retention Behavior That Matters using Get Who To By

Learn how to define the one retention behavior that matters using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Shopper Behavior That Matters using Get Who To By

Learn how to define the one shopper behavior that matters using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Side That Matters First using Get Who To By

Learn how to define the one side that matters first using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Trust-Building Action in Financial Campaigns using Get Who To By

Learn how to define the one trust-building action in financial campaigns using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENT4 Points Strategy

Define the Strategic Core of Briefs with 4 Points Strategy

Learn how to define the strategic core of briefs using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

MARKETING PROBLEMS4C Framework

Diagnose Campaign Underperformance with the 4C Framework

Learn how to diagnose campaign underperformance using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix a Campaign Brief That Confuses Everyone using Get Who To By

Learn how to fix a campaign brief that confuses everyone using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Content-Led Campaign Briefs That Lack Direction using Get Who To By

Learn how to fix content-led campaign briefs that lack direction using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Creative Briefs That Kill Good Ideas using Get Who To By

Learn how to fix creative briefs that kill good ideas using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4 Points Strategy

Fix Creative That Looks Good Using 4 Points Strategy Framework

Learn how to fix creative that looks good using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Fear-Based Healthcare Messaging at the Brief Level using Get Who To By

Learn how to fix fear-based healthcare messaging at the brief level using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Feature-Led EdTech Messaging at the Brief Level using Get Who To By

Learn how to fix feature-led EdTech messaging at the brief level using the Get Who To By framework. Practical guide with step-by-step process and real examples.

GO-TO-MARKET STRATEGYGet Who To By

Fix GTM Briefs That Try to Do Everything using Get Who To By

Learn how to fix GTM briefs that try to do everything using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Long-Cycle B2B Campaign Briefs using Get Who To By

Learn how to fix long-cycle B2B campaign briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Fix Meaningless Insights Using the 4 Points Strategy Framework

Learn how to fix meaningless insights using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Multi-Audience Marketplace Briefs using Get Who To By

Learn how to fix multi-audience marketplace briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Overloaded FMCG Campaign Briefs using Get Who To By

Learn how to fix overloaded FMCG campaign briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONINGGet Who To By

Fix Rebrand Briefs That Try to Please Everyone using Get Who To By

Learn how to fix rebrand briefs that try to please everyone using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Fix Unfocused Strategy using the Get Who To By Framework

Learn how to fix unfocused strategy using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Fix Unused Strategy with the 4 Points Strategy

Learn how to fix unused strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATIONGet Who To By

Fix Your Off-Target Messaging using the Get Who To By Framework

Learn how to fix your off-target messaging using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Gain Strategic Clarity Under Pressure with Get Who To By

Learn how to gain strategic clarity under pressure with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4 Points Strategy

Give Creative Teams Strategic Backbone Using 4 Points Strategy Framework

Learn how to give creative teams strategic backbone using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

How Brand Strategists Sharpen Brand Direction Using the 4 Points Strategy

Learn how brand strategists sharpen brand direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4 Points Strategy

How Creative Directors Align Creative Direction with 4 Points Strategy

Learn how creative directors align creative direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

How Marketing Managers Build Actionable Strategy with the 4 Points Strategy Framework

Learn how marketing managers build actionable strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

How Strategy Directors Use the 4C Framework to Challenge Weak Assumptions

Learn how strategy directors use the 4C Framework to challenge weak assumptions. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Identify Real Brand Advantage Using the 4 Points Strategy Framework

Learn how to identify real brand advantage using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Identify Strategic Tension Using the 4 Points Strategy

Learn how to identify strategic tension using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Make Communication Truly Customer-Centric using the 4C Framework

Learn how to make communication truly customer-centric using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENT4 Points Strategy

Make Strategic Trade-Offs Explicit Using 4 Points Strategy Framework

Learn how to make strategic trade-offs explicit using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Plan Behavior-Driven Marketing using the Get Who To By Framework

Learn how to plan behavior-driven marketing using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4C Framework

Plan More Effective Campaigns using the 4C Framework

Learn how to plan more effective campaigns using the 4C Framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Realign a Project After Conflicting Feedback using Get Who To By

Learn how to realign a project after conflicting feedback using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONINGGet Who To By

Rebuild Your Brand Positioning using the Get Who To By Framework

Learn how to rebuild your brand positioning using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Rebuild Your Value Proposition using the 4C Framework

Learn how to rebuild your value proposition using the 4C Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Replace Vague Brand Thinking with the 4 Points Strategy

Learn how to replace vague brand thinking with the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Resolve Stakeholder Disagreement Through Better Briefing using Get Who To By

Learn how to resolve stakeholder disagreement through better briefing using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Separate Insight from Research Noise Using the 4 Points Strategy Framework

Learn how to separate insight from research noise using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONINGGet Who To By

Set a Clear Repositioning Objective using Get Who To By

Learn how to set a clear repositioning objective using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Set a Single Campaign Objective using the Get Who To By Framework

Learn how to set a single campaign objective using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

BRAND POSITIONINGGet Who To By

Set the Right Goal for a Rebrand using Get Who To By

Learn how to set the right goal for a rebrand using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Simplify Your Strategy for Stakeholders using Get Who To By

Learn how to simplify your strategy for stakeholders using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Solve Positioning Weaknesses using the 4C Framework

Learn how to solve positioning weaknesses using the 4C Framework. Practical guide with step-by-step process and real examples.

CREATIVE DIRECTIONGet Who To By

Strengthen Creative Focus Before Ideation using Get Who To By

Learn how to strengthen creative focus before ideation using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Strengthen Your Creative Work using the Get Who To By Framework

Learn how to strengthen your creative work using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Translate Product Features into Human Benefits with the 4C Framework

Learn how to translate product features into human benefits using the 4C Framework. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Tune Your Strategy to Customer Value using the 4C Framework

Learn how to tune your strategy to customer value using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Turn a Messy Insight into a Focused Ask using Get Who To By

Learn how to turn a messy insight into a focused ask using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Turn Data Into Better Storytelling using the 4C Framework

Learn how to turn data into better storytelling using the 4C Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Turn Insight into Strategic Direction Using the 4 Points Strategy Framework

Learn how to turn insight into strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4 Points Strategy

Turn Observations into Real Insight with the 4 Points Strategy

Learn how to turn observations into real insight using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Turn Strategic Thinking into a Usable Brief using Get Who To By

Learn how to turn strategic thinking into a usable brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Turn Vague Marketing Goals into Concrete Actions using Get Who To By

Learn how to turn vague marketing goals into concrete actions using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Understand Real Buying Motivation using the 4C Framework

Learn how to understand real buying motivation using the 4C Framework. Practical guide with step-by-step process and real examples.

CONVERSION & PERFORMANCE4C Framework

Understand Why Customers Hesitate to Buy with 4C

Learn why customers hesitate to buy and how to address it using the 4C Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Using the 4C Framework as a Brand Strategist to Fix Positioning Gaps

Learn how to use the 4C Framework as a brand strategist to fix positioning gaps. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Using the 4C Framework for Agency Pitch Strategy

Learn how to use the 4C Framework for agency pitch strategy. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Using the 4C Framework to Reposition Legacy Brands in Modern Categories

Learn how to reposition legacy brands in modern categories using the 4C Framework. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Why Customers Don't Care — Fixed with the 4C Framework

Learn why customers don't care and how to fix it using the 4C Framework. Practical guide with step-by-step process and real examples.