Foursquare: The Underlying Structure of Successful Brands
This book presents Foursquare, a model that was not invented but discovered, which shows that successful brands share the same fundamental, four-part architecture.
The Foursquare model is your guide from chaos to clarity. It is built on insights from cognitive science and the art of storytelling, and gives you a practical framework that will change the way you view brand building.
The Foursquare Model's Four Pillars
1. Clarity
Clarity is essential for a brand to connect and be remembered. It begins by establishing its purpose, which makes it possible to direct focus toward the right audience. When you know why and for whom you exist, you can find your unique voice and tell a story that wins followers, not just customers.
A system is what ties the brand's visual elements together as a whole. It begins with a consistent identity and a repeatable pattern, which makes the brand familiar and trustworthy. The strategic architecture is then the blueprint that enables a dynamic expression without diluting the brand’s message.
2. System
3. Activation
A static brand is a forgotten brand. Activation is about living and creating momentum. It starts with a well-thought-out launch to set the tone, and is followed up in every single experience where you meet your audience. The promise is fulfilled through actual actions, which occur via carefully selected channels where the brand can grow.
A brand’s true strength is revealed in what happens when it is not present. Influence is about building a brand that endures. It starts with a strong culture that gives rise to unique methods. These are shared through teachings, which build the lasting legacy that others carry forward.
4. Influence
Analyze, Don't Upend
Foursquare is not just for those building a new brand; it works equally well as an analysis tool. Use the model to map where you stand today, confirm what you are doing right, and find areas where you can adjust and improve. Order Foursquare and build a brand that is simple to understand, remember, and easy to implement.
Contact us to schedule a meeting, grab lunch, or pre-order your copy of Foursquare.
