2024/08/16

The most powerful framework for creating a brand strategy

Of all the frameworks and models in a strategist's toolkit, I've always found that competitive analysis was significantly lacking.

No matter what model we used, whether it was SWOT, perception 2x2s or Porter's 5 Forces, it rarely gave us any useful information for our brand strategies. After all, most people already know every detail about their competitors' products and positioning.

We needed something completely different, and my team and I have spent many years creating our own model, working and reworking its functions, testing it on every client, in every category.

Finally, we've arrived at something that has been revelatory for us, and we realized what the missing element in every other model was: Time.

Time has become the single most important variable in business and strategy, and it should be at the center of every competitive analysis, too.

Your market is going to change because right now your competitors are conditioning your market how to think, feel, behave and buy in the next 3-5 years. Over time, those changes will evolve your users, and when your users reach that new point of evolution, they will be ready for a new idea.

And if you're smart, your brand can be that new idea.

What you need is a new perspective for understanding the competitive landscape and a new model for unpacking that perspective into actionable insights.

We developed the Temporal Competitive Analysis to do exactly that.

It will help you understand how the landscape is evolving and the opportunities that presents. Most importantly, it will tell you how your customer can be changed.

It's 4 steps, each building on the last, to see how the market will evolve over time and how to win over that horizon.

You will be required to both drop your comfortable biases and make uncomfortable predictions - things you should be doing as a strategist anyway - and every time you do, you will gain a sharper focus on your market.

Of all the models out there, I think this will be one of your most favorite.

A treasure trove of brand strategy frameworks

Every month, my team and I go deep to create an original research drop/ framework in a very important vertical of culture and brand strategy.

Recent reports have included the frontier of Positioning & Storytelling, the meaning of Modern Riches and how our culture relates to wealth, the promise of Eternal Youth in the brave new world of longevity, and even how to be in The AI% as a brand strategist.

These drops are the most valuable things we create.

And we do it for the members of our private community, Exposure Therapy.

But this is just one of the benefits of being a member.

We also bring in incredible guest speakers for intimate fireside chats, wildcard activities, office hours with me and my team, and some very special themed dinners.

If this feels like something you could both contribute to and benefit from, click the button below or email me at jasmine@theconceptbureau.com.

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Yours,