The Problem With Overcomplicated Brand Strategies

Most brands drown in mission-vision-purpose soup while market leaders thrive with simple, actionable positioning.

At Saya Agency, we’ve found the most effective strategies use one of three models:

1. The Benefit Ladder (FMCG favorite)
2. Sinek’s Golden Circle (Purpose-driven)
3. The Bullseye (Universal clarity)

Let’s break down how Apple, Dove, and Virgin use these frameworks to dominate.

Choosing Your Winning Model

1. The Benefit Ladder (For Product-First Brands)

• Structure:
  • Feature → Rational Benefit → Emotional Payoff
• Example: Always Pads
  • Feature: High absorbency
  • Rational: Confidence during periods
  • Emotional: “Fighting gender bias”
• Best for: CPG brands needing shelf standout

2. Sinek’s Golden Circle (For Purpose-Driven Brands)

• Structure:
  • Why → How → What
• Example: Patagonia
  • Why: “Save our home planet”
  • How: Eco-conscious products + activism
  • What: Outdoor apparel
• Warning: Avoid generic “empowerment” claims

3. The Bullseye (For Full-Brand Alignment)

• Structure:
  • Essence (1 sentence)
  • Values (3-5 pillars)
  • Character (Tone/personality)
• Example: Dove
  • Essence: “Real beauty confidence”
  • Values: Inclusivity, care, empowerment
  • Character: Warm, feminine, uplifting
• Pro Tip: Add an archetype (Dove = The Innocent)

  Key Takeaways:
  FMCG? Use the Benefit Ladder
  Purpose-led? Apply Sinek’s model
  Need internal alignment? The Bullseye wins
  Avoid: Mixing models or overcomplicating

  Struggling to position your brand? Get our strategy toolkit.