The Strategy & Planning Scrapbook
Expanded Edition
A curated collection of strategy frameworks, creative provocations, and planning tools — compiled from years of practice in brand strategy and advertising.
Compiled by Alex Morris
01
Defining the Problem Problem framing, strategic thinking, and positioning.
25 pages
02 Insights Finding insights, research methods, and consumer behavior.
30 pages
03 Writing the Brief What a brief is, principles, visual examples, and prompts.
25 pages
04 Communication & Framing Frameworks, heuristics, and how to phrase things.
20 pages
05 Briefs in Practice Working with creatives, brief evaluation, and real-world advice.
27 pages
06 Evaluating the Creative Evaluation frameworks, creative critique, and what makes good work.
44 pages