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MIND

The latest thinking from our insatiably curious Frameworkers.

Here at The Frameworks, much of our work involves advising brands on the types of messages they share with the world and the way they engage with audiences. It’s safe to say that branding and advertising are pretty good measures of the cultural status quo, and can also be incredibly influential social forces. So, when a new client brief lands on our desks, representation is always front of mind.

What do Sainsbury’s and Beyoncé have in common? Until recently, not very much. But, thanks to a stroke of reactive marketing genius, this unlikely association brought Sainsbury’s a surge of engagement on social media. What can marketers learn from it in order to capitalise on other brands’ publicity, turn a PR disaster into a PR triumph or score serious engagement from a single post? One thing is clear: when it comes to reactive marketing, fortune favours the fast.