Create Brand Positioning Using Frameworks
Learn how to build brand positioning that actually guides decisions. Here you'll find step-by-step framework guides with examples to help you clarify your message, focus your strategy, and stop sounding like everyone else.
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.
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.
Align Stakeholders Before Execution Using 4 Points Strategy Framework
Learn how to align stakeholders before execution using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Align Strategy and Creative Direction with 4 Points Strategy
Learn how to align strategy and creative direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Align Teams Across Functions using the 4C Framework
Learn how to align teams across functions using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
Applying the 4C Framework to Enterprise Software Nobody Wants to Buy
Learn how to apply the 4C Framework to enterprise software nobody wants to buy. Practical guide with step-by-step process and real examples.
Applying the 4C Framework to Fintech Apps Fighting Trust Barriers
Learn how to apply the 4C Framework to fintech apps fighting trust barriers. Practical guide with step-by-step process and real examples.
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.
Applying the 4C Framework to Healthcare Communication Without Fear Tactics
Learn how to apply the 4C Framework to healthcare communication without fear tactics. Practical guide with step-by-step process and real examples.
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.
Applying the 4C Framework to NGO and Purpose-Driven Brands
Learn how to apply the 4C Framework to NGO and purpose-driven brands. Practical guide with step-by-step process and real examples.
Bring Discipline to Strategy Discussions with the 4 Points Strategy
Learn how to bring discipline to strategy discussions using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Bring Strategic Alignment to Your Team using Get Who To By
Learn how to bring strategic alignment to your team using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.
Build a Clear Value Proposition with the 4C Framework
Learn how to build a clear value proposition using the 4C Framework. Practical guide with step-by-step process and real examples.
Build a Strategy People Can Repeat Using the 4 Points Strategy Framework
Learn how to build a strategy people can repeat using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Build Campaign Strategy from Insight Using 4 Points Strategy Framework
Learn how to build campaign strategy from insight using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Build Customer Relevance in Saturated Categories with 4C
Learn how to build customer relevance in saturated categories using the 4C Framework. Practical guide with step-by-step process and real examples.
Build High-Conviction Creative Direction with Get Who To By
Learn how to build high-conviction creative direction with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.
Build Strategic Briefs That Decide Using 4 Points Strategy Framework
Learn how to build strategic briefs that decide using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Build Strategic Clarity Using the 4 Points Strategy Framework
Learn how to build strategic clarity using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Build Strategy Around Human Behavior with the 4 Points Strategy
Learn how to build strategy around human behavior using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Build Strategy Around Winnable Advantage with the 4 Points Strategy
Learn how to build strategy around winnable advantage using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Build Stronger Creative Direction using the 4C Framework
Learn how to build stronger creative direction using the 4C Framework. Practical guide with step-by-step process and real examples.
Building E-commerce Relevance Beyond Discounts with the 4C Framework
Learn how to build e-commerce relevance beyond discounts using the 4C Framework. Practical guide with step-by-step process and real examples.
Clarify Decisions Before Briefing Using 4 Points Strategy Framework
Learn how to clarify decisions before briefing using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Clarify What Your Brand Is Solving with the 4 Points Strategy
Learn how to clarify what your brand is solving using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Create a Brand Strategy That Actually Says Something with 4 Points Strategy
Learn how to create a brand strategy that actually says something using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Create a Sharper Campaign Brief in Minutes with Get Who To By
Learn how to create a sharper campaign brief in minutes with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.
Create Campaign Direction Beyond Themes Using 4 Points Strategy Framework
Learn how to create campaign direction beyond themes using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Create Campaign Focus Without Killing Ideas Using 4 Points Strategy Framework
Learn how to create campaign focus without killing ideas using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
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.
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.
Define the One Thing Your Campaign Must Achieve using Get Who To By
Learn how to define the one thing your campaign must achieve using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.
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.
Define What Only Your Brand Can Own with 4 Points Strategy
Learn how to define what only your brand can own using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Diagnose Weak Strategy Using 4 Points Strategy Framework
Learn how to diagnose weak strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Differentiate Beyond Price with the 4C Framework
Learn how to differentiate beyond price using the 4C Framework. Practical guide with step-by-step process and real examples.
Escape Generic Differentiation with the 4 Points Strategy Framework
Learn how to escape generic differentiation using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Find Behavioral Truths Driving Choice Using the 4 Points Strategy Framework
Learn how to find behavioral truths driving choice using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Fix a Weak Go-To-Market Strategy with the 4C Framework
Learn how to fix a weak go-to-market strategy using the 4C Framework. Practical guide with step-by-step process and real examples.
Fix Briefs That Decide Nothing with the 4 Points Strategy
Learn how to fix briefs that decide nothing using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Fix Campaigns Built on Weak Strategy with 4 Points Strategy
Learn how to fix campaigns built on weak strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Fix Generic Strategy Using the 4 Points Strategy Framework
Learn how to fix generic strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Fix Me-Too Brand Strategy with the 4 Points Strategy
Learn how to fix me-too brand strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Fix Overcomplicated Messaging using the 4C Framework
Learn how to fix overcomplicated messaging using the 4C Framework. Practical guide with step-by-step process and real examples.
Fix Product–Marketing Misalignment with the 4C Framework
Learn how to fix product–marketing misalignment using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
Fix Strategic Confusion at Brief Level Using 4 Points Strategy Framework
Learn how to fix strategic confusion at brief level using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Fix Strategy That Sounds Right with the 4 Points Strategy
Learn how to fix strategy that sounds right using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
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.
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.
Fixing Marketplace Positioning Confusion with the 4C Framework
Learn how to fix marketplace positioning confusion using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
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.
Go Beyond Surface Insights with the 4 Points Strategy
Learn how to go beyond surface insights using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
How Brand Managers Use the 4C Framework to Maintain Relevance
Learn how brand managers use the 4C Framework to maintain relevance. Practical guide with step-by-step process and real examples.
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.
How CMOs Set Clear Strategic Direction with the 4 Points Strategy Framework
Learn how CMOs set clear strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
How CMOs Use the 4C Framework to Refocus Brand Strategy
Learn how CMOs use the 4C Framework to refocus brand strategy. Practical guide with step-by-step process and real examples.
How Content Strategists Use the 4C Framework to Shape Messaging Systems
Learn how content strategists use the 4C Framework to shape messaging systems. Practical guide with step-by-step process and real examples.
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.
How Cross-Functional Leaders Align Strategy Using the 4 Points Strategy
Learn how cross-functional leaders align strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
How Founders Create Strategic Focus Using the 4 Points Strategy
Learn how founders create strategic focus using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
How Growth Leads Prioritize Strategic Choices Using the 4 Points Strategy
Learn how growth leads prioritize strategic choices using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
How Marketing Managers Use the 4C Framework to Align Stakeholders
Learn how marketing managers use the 4C Framework to align stakeholders. Practical guide with step-by-step process and real examples.
How Product Marketers Turn Insight into Strategy with 4 Points Strategy Framework
Learn how product marketers turn insight into strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
How Product Marketers Use the 4C Framework to Clarify Value Propositions
Learn how product marketers use the 4C Framework to clarify value propositions. Practical guide with step-by-step process and real examples.
How Startup Marketers Use the 4C Framework Under Budget Pressure
Learn how startup marketers use the 4C Framework under budget pressure. Practical guide with step-by-step process and real examples.
How Strategy Directors Fix Unfocused Strategy with the 4 Points Strategy Framework
Learn how strategy directors fix unfocused strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
How UX Strategists Shape Strategic Direction with 4 Points Strategy Framework
Learn how UX strategists shape strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
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.
Identify the Real Human Problem Using the 4 Points Strategy Framework
Learn how to identify the real human problem using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Identify What's Missing in Strategy Using 4 Points Strategy Framework
Learn how to identify what's missing in strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Improve Conversion Without Changing the Product with 4C
Learn how to improve conversion without changing the product using the 4C Framework. Practical guide with step-by-step process and real examples.
Make Brand Advantage Useful Using the 4 Points Strategy
Learn how to make brand advantage useful using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Make Creative Strategy Less Subjective with the 4 Points Strategy
Learn how to make creative strategy less subjective using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Make Your Messaging Matter using the 4C Framework
Learn how to make your messaging matter using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
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.
Rebuild Broken Strategy Using 4 Points Strategy Framework
Learn how to rebuild broken strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Rebuild Trust in Brand Communication with the 4C Framework
Learn how to rebuild trust in brand communication using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
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.
Reduce Opinion-Driven Decisions with the 4 Points Strategy
Learn how to reduce opinion-driven decisions using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Reset Your Brand Positioning Around Real Needs using the 4C Framework
Learn how to reset your brand positioning around real needs using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
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.
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.
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.
Shift Your Thinking from Product to Person with the 4C Framework
Learn how to shift your thinking from product to person using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
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.
Stop Borrowing Category Language Using 4 Points Strategy Framework
Learn how to stop borrowing category language using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Stop Guessing What People Care About Using the 4 Points Strategy Framework
Learn how to stop guessing what people care about using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Strip Strategy Down to What Matters with the 4 Points Strategy
Learn how to strip strategy down to what matters using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
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.
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.
Turn Brand Strengths into Strategic Leverage Using 4 Points Strategy Framework
Learn how to turn brand strengths into strategic leverage using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
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.
Turn Messy Brand Strategy into Direction with the 4 Points Strategy
Learn how to turn messy brand strategy into clear direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
Turn Strategy into Creative Direction with the 4 Points Strategy
Learn how to turn strategy into creative direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
Turn Strategy into Usable Briefs with the 4 Points Strategy
Learn how to turn strategy into usable briefs using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.
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.
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.
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.
Using the 4C Framework as a Founder Without a Marketing Team
Learn how to use the 4C Framework as a founder without a marketing team. Practical guide with step-by-step process and real examples.
Using the 4C Framework as a Freelance Strategist to Add Structure
Learn how to use the 4C Framework as a freelance strategist to add structure. Practical guide with step-by-step process and real examples.
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.
Using the 4C Framework for B2B Services with Long Sales Cycles
Learn how to use the 4C Framework for B2B services with long sales cycles. Practical guide with step-by-step process and real examples.
Using the 4C Framework for Consultants Working Across Multiple Clients
Learn how to use the 4C Framework for consultants working across multiple clients. Practical guide with step-by-step process and real examples.
Using the 4C Framework for Cross-Functional Leadership Teams
Learn how to use the 4C Framework for cross-functional leadership teams. Practical guide with step-by-step process and real examples.
Using the 4C Framework for DTC Brands Scaling Past Early Adopters
Learn how to use the 4C Framework for DTC brands scaling past early adopters. Practical guide with step-by-step process and real examples.
Using the 4C Framework for EdTech Products Competing on Features
Learn how to use the 4C Framework for EdTech products competing on features. Practical guide with step-by-step process and real examples.
Using the 4C Framework for Energy and Utilities Communication
Learn how to use the 4C Framework for energy and utilities communication. Practical guide with step-by-step process and real examples.
Using the 4C Framework for Internal Brand Alignment Workshops
Learn how to use the 4C Framework for internal brand alignment workshops. Practical guide with step-by-step process and real examples.
Using the 4C Framework for Travel Brands Selling the Same Destinations
Learn how to use the 4C Framework for travel brands selling the same destinations. Practical guide with step-by-step process and real examples.
Using the 4C Framework to Differentiate Retail Brands Beyond Price Wars
Learn how to differentiate retail brands beyond price wars using the 4C Framework. Practical guide with step-by-step process and real examples.
Using the 4C Framework to Market Financial Products People Don't Trust
Learn how to market financial products people don't trust using the 4C Framework. Practical guide with step-by-step process and real examples.
Using the 4C Framework to Position SaaS Products in Crowded Markets
Learn how to position SaaS products in crowded markets using the 4C Framework. Practical guide with step-by-step process and real examples.
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.
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.