The Brand Relevance Playbook

The Brand Relevance Playbook

Relevance isn’t trend-chasing.

It’s the discipline of staying emotionally meaningful while the world changes around you.

Our simplest—and most powerful—lens is:

Relevance. Emotion. Difference.

(RED)

If an idea doesn’t earn at least two, it doesn’t ship.

Relevance: Why now?

What’s happening in people’s lives that makes your brand matter today?

Emotion: Why care?

Not features. Not facts.
Feeling.

Difference: Why you?

If any brand could say it, it’s not a brand idea. It’s category wallpaper.

How to use the playbook

1. Diagnose: where are you weak—relevance, emotion, or difference?
2. Design: build ideas that restore the missing piece.
3. Deploy: embed RED in briefs, creative reviews, and launch decisions.
4. Track meaning: brand lift, repeat, share of search, creative recall.

Category Takeaway
Brands lose when they become interchangeable.
RED keeps you unignorable.

Related Cases:

Olivieri

Gardein

Minute Rice

Bosch