The RM Framework
It helps brands to not only define the brand strategy in a way that allows relevance in the first place, but also tackles the steps from strategy to creative in a way, that the newly found relevance doesn’t get lost on the way!
The underlying idea is sometimes known as "human brand". Brands have more and more to behave like human beings - but they have never learned to do that. Brands can shout messages, but not really take part in conversations or even find new friends.
It is a framework application. It has been developed to put a vision into practice, to pose the right questions and to offer a guideline for thinking in a new way. It works like a set of questions and for each question there is a set of tools, which I use in the workshop to find possible answers.
The framework consists of the following eight elements:
You can find all downloads here.