A Frame That Works
Welcome, TBONes! (Did I successfully make that our collective noun? Let me know!) Thanks for listening to my talk, and snapping my QR code.
As you might have been able to tell, I have more than 15 minutes worth of words to say on the topic of naming frameworks, and I've put, God, probably two to three hours worth of reading in the links below, as a little taster.
On this page you can learn more about my framework, hit me up directly, or hit up my chill collective of fellow verbal branding experts.
- Want to relive the excitement of my talk, using the power of a memory aid? Check out my talk slides.
- If you're hungry to learn more about the framework I shared, check out this document that goes into much more depth.
- For some alternative frameworks, check out this USPTO-produced overview of the distinctiveness framework, or this academic overview of frameworks that marketing PhDs (???) have used over the years.
- If you're interested in some history on how we got to the industry standard, peep this 3K-word article about just that.
- To view a firehose of my thoughts on branding and technology, or get a drip feed of them in the future, sub to my stack.
PUT IT TO USE
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A good strategy gets your ducks in a row. It helps strategists get approval from stakeholders, helps them translate that into guidance for creatives, helps assess and validate that creative work. It lets you test your creative against the exact same criteria your stakeholders agreed to and your creatives worked against. And if there needs to be a pivot, it helps you adapt and stay in control of the conversation. A good strategy is the foundation that lets you build into the stratosphere. |
Tortoise |
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Want to chat with me and other like-minded word nerds? Interested to meet other industry veterans and total noobs alike? Have questions to ask, work to share, or peeves to gripe?
Then check out Tortoise, my slack community for people who like to take their time getting to a better answer.