Marketing Frameworks

Clarity Starts Here: Selected Marketing Frameworks

At Findsome & Winmore, we believe marketing shouldn’t feel like guesswork. Over the years, we’ve collected and refined a set of frameworks that help bring clarity, structure, and confidence to every brand strategy or campaign we lead. Whether you’re launching a brand, refreshing your message, planning content, or navigating a crisis, these tools help guide the way. We use them in our own sessions — and now you can too.

Explore the library by category or browse the full list. And if you’d like a partner to walk you through one, just say the word.

Brand Strategy

Brand Strategy

Single-Page Marketing Plan

The Single-Page Marketing Plan distills your marketing direction into a concise, visual format. By forcing clarity, it helps leaders focus on the essentials: who you’re trying to reach, how you’ll reach...

Brand Strategy

AIDA: 4 Steps to Persuade

AIDA is a time-tested marketing and sales framework that outlines the four psychological stages a customer typically goes through before making a decision: Attention, Interest, Desire, and Action....

Brand Strategy

Brand Positioning Canvas

This framework, popularized by April Dunford in her book Obviously Awesome, helps teams clearly articulate what makes them different and valuable in their market. The Positioning Canvas guides you through...

Brand Strategy

Brand Vision Model

The Brand Vision Model, based on David Aaker’s framework, helps businesses define what their brand stands for across multiple dimensions: emotional benefits, functional benefits, personality, and organizational...

Brand Strategy

The Three Hurdles

Originally developed by Scott Galloway, The Three Hurdles framework helps evaluate the viability of a brand idea or business model by asking three key questions: Is it different? (Differentiation) Do people...

Brand Strategy

Brand Audit

A Brand Audit is a quick diagnostic tool to assess how your brand is currently performing. Rather than an exhaustive study, this version offers a simple evaluation of positives and negatives—what’s working,...

Brand Strategy

Brand Pillars

Brand Pillars are the foundational beliefs and values that support your brand’s identity and behavior. These pillars often represent your brand’s mission, vision, and core values — but go a step further...

Brand Strategy

Brand Architecture

Brand Architecture is the strategic framework that defines how different brands within an organization relate to and support one another. It helps determine whether your organization operates as a branded...

Brand Strategy

SWOT Analysis

SWOT Analysis is a strategic planning tool that evaluates your brand or organization’s Strengths, Weaknesses, Opportunities, and Threats. It’s a classic framework used to gain insight into internal capabilities...

Brand Strategy

Three Lines of Business

The Three Lines of Business framework explores how brand creates value through three financial levers: Cost to produce Price to consumer Perceived value The greater the perceived value relative to cost,...

Brand Strategy

Avoiding Marketing Myopia

Avoiding Marketing Myopia is a mindset and framework that encourages companies to define their business based on customer needs rather than the products they sell. It originates from Theodore Levitt’s...

Brand Strategy

Positioning

Positioning is the art of carving out a unique space in your customer’s mind. It’s about making choices that define what you are—and what you are not. A helpful example: All cruise lines float and serve...

Brand Strategy

Laddering

Laddering is a competitive positioning technique that helps you highlight a strength of your brand while subtly exposing a competitor’s weakness. By focusing on a trait you’re proud of—and one that customers...

Social Media, Content Strategy
& Campaign Planning

Social Media, Content Strategy & Campaign Planning

70-20-10 Rule for Content Mix

The 70-20-10 Rule is a content planning framework that guides how to allocate your content efforts: 70% should be proven content that reliably engages, 20% should be creative or niche experiments, and...

Social Media, Content Strategy & Campaign Planning

The 4 C’s of Social Media

The 4 C’s of Social Media—Content, Conversation, Community, and Conversion—are a modern framework for building engagement and results across digital platforms. Content is the starting point, but it must...

Social Media, Content Strategy & Campaign Planning

Customer Clock Model

The Customer Clock Model, credited to Scott Galloway, is a visual framework that reminds marketers to think across the entire customer lifecycle—not just at the point of acquisition. The clock is broken...

Social Media, Content Strategy & Campaign Planning

Cloud of Customer Concern

The Cloud of Customer Concern is a brainstorming tool that captures all of the potential worries, objections, and hesitations your customers may have before buying from you. It encourages teams to “get...

Social Media, Content Strategy & Campaign Planning

3 Rules for Crisis Response

The 3 Rules for Crisis Response offer a simple, repeatable playbook for how brands should respond to bad news, missteps, or external crises. When things go wrong, people are watching—how you respond defines...

Social Media, Content Strategy & Campaign Planning

4 P’s: The Classic Marketing Mix

The 4 P’s—Product, Price, Place, and Promotion—make up the original Marketing Mix, a foundational framework for building and launching products. Each “P” represents a lever you can pull to influence your...

Social Media, Content Strategy & Campaign Planning

Crisis Response Matrix

The Crisis Response Matrix is a structured tool used to prepare for and manage potential crises by mapping out scenarios, communication channels, audiences, and responsibilities. It ensures that when the...

Social Media, Content Strategy & Campaign Planning

Pareto Principle (80/20 Rule)

The Pareto Principle, or 80/20 Rule, teaches that 80% of your results often come from 20% of your efforts. In marketing, this could mean that 80% of sales come from 20% of customers, or 80% of website...

Social Media, Content Strategy & Campaign Planning

PESO Model

The PESO Model (Paid, Earned, Shared, Owned) is a media planning framework that helps brands coordinate their efforts across all digital channels. It’s an evolution of the Digital Channel Mix, adding “Shared”...

Social Media, Content Strategy & Campaign Planning

POST Method

The POST Method is a social strategy framework developed by Forrester that stands for People, Objectives, Strategy, and Technology. It’s a sequence that helps marketers avoid jumping into tools too early...