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I’ve found it a useful tool in working with startups who need help to think (realistically) about their brand. But it’s more of a conversation starter and a way to get everyone on the same page, and non-startup client would surely have done this work before coming to a creative agency.
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It can help get agreement from clients on what the key problem is that they want to address. I’ve used it to show clients that we have an understanding of their business and challenges and to force a conversation about what to do next. It’s a pretty simplistic framework but that’s not a bad thing.
In advertising there is no use for it. I've used it a few times in marketing agencies as a research tool but I'd never present it in that state to a client. May as well put up the 7P's and get laughed out of the room fully 😄
Well it's normally used in consultancies behind the scenes, but it's just a guide.
hehe like the four truths
hehe
I use it to organize my research and see if I’m missing any potential opportunities for the brand. Sometimes we use somewhat of a SWOT as a landscape upfront slide in pitches before getting into the actual strategy and even tho they’re sooo basic it’s a nice starting point.
I might be basic but I always compile my research into a SWOT and 4Cs just to start and it helps so much
https://docs.google.com/presentation/d/1h5G6S1z86ns3CxJvxJJGvOerHUk9OyJ0aIZ0-7mzLYk/mobilepresent
Not sure if I agree. The O/T should look at wider category and environment (PESTLE input) and future ‘trends’ while S/W is internal and how people perceive you. I don’t see how these shift dramatically from one day to the next?
I agree with the doc for when it should be used - annual planning / new product launch / new client - all these inputs inform and support your initial strategy. There was a point somewhere on alining internal stakeholders which is good to reinforce the approach.
At the end of the day it’s just a tool and can be substituted with other frameworks - all down to the personal preference and context of presentation.
https://twitter.com/juliancole/status/1305453083065872386