Bob's Your Uncle

Relevance isn’t just about chasing trends. It is the disciplined practice of maintaining emotional significance in a changing world.

To achieve this, we use a simple but powerful framework: RED (Relevance, Emotion, Difference).

If a brand idea doesn’t deliver on at least two of these dimensions, it doesn’t ship.

The RED Framework

Relevance: Why now? Relevance asks: What is happening in people’s lives that makes your brand matter today? It’s about connecting your brand’s core truth to the current cultural context or consumer need state. A relevant brand feels timely and necessary, not just present.

Emotion: Why care? Emotion asks: How does this make people feel? It moves beyond features, facts, and functional benefits to tap into human desires and sentiments. Great brands don't just inform; they evoke a feeling that drives connection.

Difference: Why you? Difference asks: Is this distinctively yours? If a competitor could run the same ad with their logo, it’s not a brand idea—it’s just "category wallpaper." True difference ensures your brand stands out in a crowded market through unique positioning or creative execution.

How to Use the Playbook

Implementing RED is a four-step process designed to move from insight to impact.

1. Diagnose Start by identifying where your brand is weak. Are you losing relevance with younger audiences? Is your emotional connection fading? Or do you look too much like your competitors? Pinpoint the specific gap in Relevance, Emotion, or Difference.

2. Design Develop creative ideas specifically aimed at restoring the missing piece. If you lack difference, push for bolder, more distinct creative. If you lack relevance, look for cultural intersections.

3. Deploy Embed the RED framework into your daily workflow. Use it as a checklist for creative briefs, design reviews, and launch decisions to ensure every touchpoint aligns with your goals.

4. Track Meaning Measure success using metrics that reflect brand health, not just vanity numbers.

Brand Lift: Measures shifts in consumer perception (e.g., "Does this brand feel for people like me?").
Share of Search: Tracks organic interest compared to competitors, a strong proxy for mental availability.
Creative Recall: Ensures your specific assets are being remembered.

RED in Action

Consider a heritage food brand that is well-known but seen as outdated.

Diagnose: The brand has high awareness but low Relevance (seen as "for my parents") and low Difference (generic packaging).
Design: The team creates a campaign that pairs the classic product with modern recipes (Relevance) and refreshes the visual identity to stand out on the shelf (Difference).
Result: The campaign drives a spike in Share of Search as new consumers look for the recipes, and Brand Lift studies show improved perception among younger demographics.

Category Takeaway

Brands lose when they become interchangeable. The RED framework keeps you unignorable by ensuring you are always relevant, emotionally resonant, and distinct.

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