The Story Framework Report is a 30- to 35-page illustrated book that fully expresses our recommendations for the story of the brand.
Key elements include
- An analysis of the product category in terms of the common human themes that underlie it—the conflicts that give the category vitality from a story perspective.
- A look at the role key brands are playing in the overall category story and the opportunities and issues this presents.
- A summary of the brand’s history and what is universal and timeless in its story.
- An articulation of the brand’s objective, how this objective connects to consumers and how it can be expressed through the brand’s story moving forward.
- A recommendation on how the product should connect to the brand story and how product news should be treated in the overall story.
- Organizing principles upon which to base all brand communications.
The Story Framework Report is designed to convey a clear sense of what the brand means to everyone involved in marketing it, helping ensure that every expression of the brand builds the larger brand story. We generally publish the report in the weeks following Character Camp.