“Character’s story framework analysis has given us a great bead on where our
opportunities lie. We’ve now got a clear understanding and alignment to start
moving forward, free from the baggage that would otherwise hold us back.
This will be a very useful tool for managing our teams.”

— Michael Francis, Chief Marketing Officer, Target

“The process has been fascinating, and the conclusions are spot on.
We have hit on something that really makes sense, and it is
going to be breakthrough for the brand.”

— Mary Dillon, Global Chief Marketing Officer, McDonald’s