STRATEGY FRAMEWORKS
5 OUTPUTS, 10 EXAMPLES
5 STRATEGY OUTPUTS, 10 EXAMPLES
This deck explains the following 5 key strategy outputs and provides examples of what
the strategic outputs for famous brand and their campaigns may have looked like:
Brand Frameworks, Customer Journey Maps, Comms Frameworks, Campaign
Ecosystems, Campaign Blueprints.
10 EXAMPLES
1. Brand Frameworks 4. Campaign Ecosystems
a) Lego g) Jif
b). Liquid Death h) Fire & Emergency NZ
2. Customer Journey Maps
c) Tinder 5. Campaign Blueprints
d) TurboTax i) Budweiser
j) Boston Pizza
3. Comms Frameworks
e) Favor
f) Kahlua
1. BRAND FRAMEWORK
While Brand Frameworks, also referred to as ‘keys’ take many forms,
their function is to define and guide the brand by highlighting key
attributes about the brand and the space where it operates. They are
an essential strategic tool that;
● Defines brand position and informs long term, ongoing
communications efforts e.g ‘how the brand shows up in the world’
● Provides a useful reference to organisational stakeholders
including client communications teams and agencies
● May describe brand values, mission or purpose, personality, as
well as defining attributes such as the brands relationship to
culture, the company, the consumer and competitors
BRAND FUNNEL
“The funnel reflects the organic nature of brands and is,
therefore, a tool that is linked rather than simply a collection of
‘desires’”
Attributes
Has/Is
(Distinctive noun)
Functions
Which serves to create…
(Verb)
Rewards
Which makes me feel…
(Adjective)
Values
Which gives XX a sense of…
(Big noun)
Personality
Which creates a personality of…
(Adjective)
Vision Focus
EXPLANATION
Attributes The key differentiating product/brand ingredients
Functions What each attribute does for the consumer
Emotional Rewards How people feel as a result of each function
Values How those feelings reflect back on to the brand
Personality How those values translate into characteristic personality traits
EXAMPLE: LEGO
BRAND FUNNEL EXAMPLE: LEGO
Attributes “system of play’’ plastic bricks inspiration highest-quality
self-expression possibility
experimentation
Functions
sense of agency pride
freedom
Rewards
ingenuity curiosity
imagination
Values
playful
aspirational
tenacious
Personality
Inspire and develop the
builders of tomorrow
BRAND IDENTITY PRISM
PICTURE OF SENDER
PHYSIQUE PERSONALITY
EXTERNALIZATION
INTERNALIZATION
RELATIONSHIP CULTURE
“Strong brands are
capable of weaving all
aspects [of the prism]
REFLECTION SELF-IMAGE into an effective whole in
order to create a concise,
clear, and appealing
brand identity.”
-Jean-Noel Kapferer
PICTURE OF RECIPIENT
EXPLANATION
Physique Physical characteristics of brand. Namely, how we define the brand and how it will manifest, including
its visual features - visual cues that help consumers identify the brand.
The traits of the brand in the eyes of the consumer. One way of understanding this concept would be
Personality to imagine your favorite brand as a living thing. What kind of living thing is it? How does it behave?
The set of values that feed into or set a foundation for the brand. In some cases, this will include the
Culture culture and values of the brand’s country of origin.
The nature of the relationship between the brand and its consumers, including both abstract aspects
Relationship of the relationship as well as more tangible aspects.
The way in which customers see themselves in a particular brand. Brands can use self-image to their
Self-image advantage by incorporating it into their identities. Self-image is like a mirror the target group holds up
to itself - by associating themselves with certain brands, they see themselves differently.
Reflection How a brand portrays its target audience. Reflection is a set of stereotypical beliefs or attributes of a
brand’s target market, which is often highlighted in ads and other communications.
EXAMPLE: LIQUID DEATH
BRAND IDENTITY PRISM
EXAMPLE: LIQUID DEATH PICTURE OF SENDER
PHYSIQUE PERSONALITY
Punk rock, mission driven Dark satirical humour,
anti-plastic, disruptive unapologetic, irreverent,
maverick, Tall boy skull can organised chaos
EXTERNALIZATION
INTERNALIZATION
RELATIONSHIP CULTURE
Community of die hards Environmentally
Co-creators conscious
‘In on the joke’ Proactive
Anti status quo
REFLECTION SELF-IMAGE
Community members Badass rebel cult
‘Co-conspirators’ ‘In crowd’
Beautiful weirdos Self aware
PICTURE OF RECIPIENT
Authors note: In summary, Liquid Death would probably threaten me with a wedgie if they saw this!
2. CUSTOMER JOURNEY MAPS
Provides a comprehensive and chronological visual representation of a
customer's experience with the goal of identifying brand engagement
opportunities.
They are a useful tool to help;
● Identify different barriers that might exist along the journey.
● Provide structure and order to a lot of information about the
consumer
● Includes all marketing functions
● It helps get you to a Communication Framework
TINDER
Agency: Mischief
TINDER CONSUMER JOURNEY MAP
WEEKDAY
ROUTINE
Morning scroll AM Commute Work PM Commute Workout Wind down Night scroll
6am - 8am 9am - 5pm 6pm - 10pm
WEEK
PEAKS
SUN MON TUES (RAIN) WED THURS FRI SAT
5pm - 9pm 4pm - 8pm 6pm - 10pm
USAGE: LOW MED HIGH HOT
TURBOTAX
Agency: W+K Portland
CONSUMER JOURNEY MAP
ANXIOUS REFLECTION
AWARENESS CONSIDER DESIRE ACTION OUTCOME
When will I Well that was
Oh yeah, it’s tax Where will I get Turbotax is Let’s do this! Oh yeah/Oh
know the a ___
time. my taxes done? for me! Taxes filed. no!
outcome? experience
Easy and convenient
Feel supported
Customer service
Reminder from F&F Great UX “Wow, great service!”
“Got refund I hoped for”
Service guarantees
Great offer Customer service
Saw an ad
Customer service
Feel supported Feel supported
Last year’s experience Feel supported
Easy and convenient
Transparency “At least service was great”
Memorable & Entertaining
Transparency
communications
Great UX
Read an article
“Didn’t get refund I hoped for”
F&F referral High credibility
Received email
Service guarantees Transparency
Fair price
3. COMMS FRAMEWORK
Shows the different messages to communicate at different moments
and the media that lines up to those moments.
It’s important because;
● No matching luggage campaigns
● Takes a client brief with multiple messages and assigns to
different media
● Keeping media and creative partnership close in the
development phase.
FAVOR
Agency: Preacher
FAVOR: HOW TEXAS ORDERS IN COMMS FRAMEWORK
OBJECTIVE Raise awareness, increase downloads and trial
STRATEGY Show how to order in like a Texan insider
BARRIER COMMS TASK CHANNEL
FEELING LIKE AN A BIG WARM TEXAS
LIVING OOH, BVOD, TV
OUTSIDER WELCOME
DON’T UNDERSTAND
SOCIAL (OWNED,
LOOKING LOCAL FOOD GET IN THE KNOW
PAID)
CULTURE
SITE/APP LANDING
NEED GREAT LOCAL BEST DEALS ON
BUYING PAGE
OPTIONS LOCAL FAVOURITES
RETARGETED ADS
KAHLUA
Agency: Lucky Generals
KAHLUA: THE WHITE RUSSIAN COMMS FRAMEWORK
OBJECTIVE Increase preference and sale (premise and retail)
STRATEGY Show how Kahlua’s fame makes it an iconic fan favourite
BARRIER COMMS TASK CHANNEL
LIFE DOESN’T FEEL AS OOH, ON PREMISE,
YOUR NICHE TASTE IS
LIVING FUN AS IT USED TO CINEMA, SOCIAL
AS COOL AS ALWAYS
BE (PAID/OWNED)
EARNED MEDIA
WANTING THE FUN & ENJOY
GRASSROOTS
LOOKING COMFORT OF BEING PART OF YOUR
EVENTS/MEETUPS
NOSTALGIA ‘IN CROWD’ AGAIN
SOCIAL UGC
HELP ME CREATE A CELEBRATE WITH
SITE LANDING PAGE
BUYING MEMORABLE EXCLUSIVE
OWNED SOCIAL
EXPERIENCE MEMORABILIA
4. CAMPAIGN ECOSYSTEM
The one page which shows how all the elements of the integrated
campaign work together.
It’s important because;
● Everyone can see how it all works together
● Allows you to lead the integrated process with other agencies
● Find creative opportunities
JIF
Agency: Publicis New York/Zenith/PSOne
STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 STEP 6 STEP 7
Promote track Record/release Build brand hype Brand campaign Leverage, engage Launch/ seed Tiktok Leverage, engage
with brand track online. with reveal and and curate #JifRapChallenge and curate
ambassador Launch PR seed Icebox/Ludacris owned/paid earned media earned media
Ludacris campaign promo amplification across owned across owned
channels channels
FIRE & EMERGENCY NZ
Agency: Motion Sickness
PHASE 1 PHASE 2 PHASE 3
Cookbook
Release and promote ‘Your
Cooked’ cookbook on landing
page (PDF) and hard copy
Activation Curate & Publish
“You’re Cooked Test Kitchen” event Earned Content
and live stream Promote and publish key messaging
across owned channels using earned
and campaign media
ATL Campaign
Support
Key messaging across digital,
OOH, social and PR
Amplify Activation
Cut downs across digital, OOH, social
and PR/influencer campaign
Social engagement
Respond and support followers
with key messaging via owned
channels
5. CAMPAIGN BLUEPRINTS
Blueprints are a framework that helps sell in more creative work. They are
an advanced, logistical tool which:
● Bring together the comms framework, production budget, media
realities
● Give a clear role of what work will get made at the start of the
campaign
● Are complex but highly effective
● Reduce creative wastage up front by giving the client a realistic
‘big picture’ in terms of campaign resource investment and
allocation
BUDWEISER
Agency: W+K, New York
Budweiser
Comms Role: Associate Budweiser with the
excitement of a World Cup victory NATIONAL
ANNOUNCEMENT COVERAGE MAJOR CITY CRATE DROPS
CELEBRATION
Big Idea: Make fan thirst for victory even
stronger with #BringHomeTheBud
COMMS TASK $1.65
ASSET
MM NOV 15 20 25 30 DEC 5 10 15 20 25 JAN
ALWAYS ON SOCIAL $150K
EXCITE
TELL FANS THE
STAKES HAVE BEEN OOH $500K
RAISED
FIELD BOARDS $250K
CITY CRATE DROPS $250K
ANTICIPATE
INFLUENCER PUSH $100K
GIVE FANS A TASTE
MEDIA AMPLIFICATION $200K
CELEBRATE VICTORY PARTIES $100K
SHARE THE JOY OF
A BEAUTIFUL
VICTORY MEDIA AMPLIFICATION $100K
BOSTON PIZZA
Agency: John Street
Boston Pizza PATIO MANUAL
GIVEAWAY
Comms Role: Encourage lockdown recluses to PATIO BADGES
return to outdoor social life
Big Idea: A how-to social refresher course
about patio etiquette
COMMS TASK ASSET $750K NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT
BP PATIO MANUAL $75K
REINTRODUCE
HOW TO PATIO
RADIO HOTLINE $50K
OOH $100K
ALWAYS ON SOCIAL $100K
REMIND
ENCOURAGE TVC $200K
PROPER PATIO
YT AD SERIES $75K
REWARDS $50K
REWARD
RECOGNISE
PROPER PATIO RETARGETED YT ADS $100K
CREATED BY
MAXTON GILCHRIST JULIAN COLE
is a member of the is the founder of the
Strategy Finishing School Strategy Finishing School
and Brand Strategist who which helps strategy gain
crafts words and ideas for confidence and clarity in
better human connections. their job.
DISCLAIMER
This is our best guess at the role of comms planning on these frameworks.
Hopefully what you take away is the value a comms planner can play on helping define a communications plan.
