Section 04

Communication & Framing

Frameworks, heuristics, and how to phrase things.

20 pages

Don’t over complicate it.
Don’t over complicate it.
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1. Where are we? 2. How did we get here? 3. Where do we want to go? 4. How do we get there? 5. How will we know when we’re there?
“History is not about the conflict between right and wrong. It is the conflict between two rights.” –Georg Wilhelm Friedrich Hegel [ ], BUT [ ] Do this exercise with truths &
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Top of Mind Attribute Benefit Territory Value Role The symbol of the brand (Awareness). The reason to believe: What the product has, does. The DNA of the brand. The benefit to the consumer:
Top of Mind Attribute Benefit Territory Value Role The symbol of the brand (Awareness). The reason to believe: What the product has, does. The DNA of the brand. The benefit to the consumer: rational or emotional The world, real or not, built around the brand. The brand’s values/ attitudes/ convictions. The role in the life of the consumer, or in society. There are 6 potential areas of focus for communications SOURCE: FCB, “Getting to what Matters”
Make the decision easy
to reduce the effort in making a buying decision to a minimum. HEURISTICS People use heuristics to make ‘good enough’, not perfect, decisions. People are not rational, involved or deeply committe
to reduce the effort in making a buying decision to a minimum. HEURISTICS People use heuristics to make ‘good enough’, not perfect, decisions. People are not rational, involved or deeply committed buyers, but uncaring cognitive misers who rely upon SOURCE: David J Carr, “Brand Context Map”
How you say it matters Words can be more impactful than violence Consumers of a similar typology exhibit similar behavior Polaroid cameras don’t just take pictures, they create a social activ
Try re-phrasing it When he rephrased the request as “ways to make their jobs easier” he could barely keep up with the amount of suggestions. When an executive asked employees to brainstorm “ways
Sum shit up in a novel way
Re-write it a bunch of ways. New stuff will bubble up. Write it differently until something comes to light Try a few different versions of how you write it. Play around with how it’s framed. ///
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People believe [X], but [Y] is actually true **** You know what's funny? **** You know how [X]? **** __________ except __________ **** _________, but _________ **** _________, _________ **** SOURCE:
People believe [X], but [Y] is actually true **** You know what's funny? **** You know how [X]? **** __________ except __________ **** _________, but _________ **** _________, _________ **** SOURCE: Mark Pollard
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How many times _____ ______________________ Wouldn’t it be better if ____________________? Who hasn't __________ ____________________? People __________ _____________________ So ________________
How many times _____ ______________________ Wouldn’t it be better if ____________________? Who hasn't __________ ____________________? People __________ _____________________ So ___________________ You know how ________ _____________________ Well what if _________ ___________________ People may not say it openly, but the truth is _____________________ _____________________ You’re familiar with _____________________ Well what if _________? In spite of what we tell ourselves, the truth is _____________________ __ Despite ____________, You ________________. _____________________ _____________________ _____________________ _________________ _____________________ _____________________ _____________________ _________________ SOURCE: Mark Pollard
Core Human Drivers To Acquire To Bond To Defend To Learn To Feel
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Hickam’s Dictum: 
 The opposite of Occam’s Razor. In a complex system, problems usually have more than one cause. For example, in medicine, people can have many diseases at the same time.
**** - Repetition - Simple Analogies - Repetition = Communications Success Short Powerful Messages
**** - Repetition - Simple Analogies - Repetition = Communications Success Short Powerful Messages