Tools & Frameworks

Two frameworks. One purpose.

At Conflict, we work with two complementary strategic frameworks. Both are designed to bring clarity to brand strategy—whether you're diagnosing where alignment is missing or defining where your brand needs to go next.

They can be used together as a complete system, or independently depending on where your brand is today.

Conflict to Clarity™

Diagnostic Framework

This is where we surface misalignment. Between what leadership says and what teams believe. Between what the brand promises and what the market perceives. Between ambition and execution.

We map the friction, identify where clarity is missing, and turn brand tension into strategic insight.

Use this when: You sense something is off—but can't articulate what. Teams aren't aligned. The market perceives you differently than you intend. Growth has stalled, and you don't know why.

Brand Direction™

Future Momentum Framework

Once we know where you are, we define where you need to go. This framework prioritises decisions, clarifies positioning, and builds a roadmap that aligns your brand, culture, and go-to-market strategy.

It's not just a plan—it's a system for sustainable growth. Strategy that connects to culture. Positioning that informs execution. Clarity that drives momentum.

Use this when: You've identified the problems. Now you need direction. You want to reposition, enter a new market, or scale without losing focus. You need a strategic roadmap that's practical, not aspirational.

Brand Direction

Framework Visualization

How they work together

Start with Conflict to Clarity™

If you don't know what's broken, start here. We surface where misalignment exists, what's causing it, and what it's costing you.

Then move to Brand Direction™

Once the conflict is clear, we build the path forward. We prioritise decisions, define positioning, and create a roadmap for growth.

Or use them independently

Some brands need diagnosis. Others already know the problem and need direction. Both frameworks are modular and can be applied based on your starting point.