Through—the-line examples

Hi all, I’m trying to track down or create a diagram that shows how a powerful brand platform can cut through the line. I just flipped through Jim Taylor’s book Space Race but everything was too esoteric. Do any elegant frameworks / campaign ecosystems come to mind? Thanks in advance

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Think I found a decent answer to my own question for anyone following. Oatly is unsurprisingly a strong example given the way they operate internally (no formal mktg department, just a creative team who can drive change at the levels of product, policy, innovation etc.) Searching for their ecosystem led me to Brand the Change’s “Brand Thinking Canvas.” The middle 4 rings are quite traditional but when you finally get to the outside it covers Tech, Product, Places/Events, People/Talent/Behaviors, Partners, Comms/Channels. Not rocket science but everything nicely stitches together for the most part

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Yeah that’s tidy. Good find and thanks for the share.

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Looks up 4As case studies - some have the campaign ecosystems in there.

Then awards sites and review the case studies - you can pull together an ecosystem based off of that.

Also look up Julian Cole campaign ecosystems.

Ah, I saw campaign frameworks and assumed you mean that. Some of them can get you to that point - brand strategy, pillars, audience, challenge, opportunity. You may need to just phase it out - YR1 establish / YR2 Introduction / YR3 grow etc.
Try looking at Warc and Effies(long term effectiveness examples)

But get your point - you will most likely see this in more brand consultancy practices i.e. business strategy. Also look up flywheels Zoe Scaman has some good examples on her substack. Musings of a Wandering Mind

But here is a case study - no framework though;

https://www.warc.com/newsandopinion/opinion/the-right-way-to-find-kfcs-voice/en-gb/6026

Also Drogas work for Harley Davidson.

You might need to just frame it as a size of opportunity around the platform - for example:

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