When to Venn

While “new” has long been one of the most powerful words in marketing, we’re circling back on the classic frameworks that help us make sense of the crazy. The tried and testeds that enable us tp manage the overwhelming amount of variables, and while we’re huge fans of the two-by-two matrix, we are taking a moment to celebrate the humble Venn. Invented by Cambridge-educated John Venn back in 1880, inspired by 'Eulerian circles’ it was designed so the non-mathematicians could understand logic in a visual way, compare and contrast various attributes, highlighting similarities and differences between the sets. Meanwhile the actual mathematicians can critique it. When you use more than three circles, you lose an overlap and it messes with the geometry. Leaning into the wisdom of let’s keep it simple, we have selected our top three uses of the beloved Venn. 

Number One: Brand Positioning

The aim of ‘Positioning’ is to place the brand at the front of consumer consciousness. If you're wondering where you are as a brand and have used all manner of complicated brand shapes from pyramids to onions and archetypes. Pop the Outlaws, Magicians and Sages in a box and go back to basics with this beauty? 

If you can’t lead the category, consider creating a new one. Think differently, like a challenger! 

Number Two: Paid, Earned, Owned media 

Popping the debate around what makes excellent creative and how, ideally, the medium informs the message, let’s look instead at the interplay between paid, earned and owned media. This Venn breaks down the leading examples. 

These days, consumers have a multitude of touchpoints to engage with brands on the road to purchase. Digital video, for example, is hugely influential. Customer journeys are primarily defined by streaming, scrolling, searching, and shopping. Depending on the category, the golden rule of seven brand touchpoints to purchase may or may not ring true. With the multi-screening, meerkating consumption of media, mapping these consumer touchpoints is increasingly complex. 

Then, when you’re considering your media mix, really dig into the formats that work on the platforms to grab attention - short form versus long form, relevance and social proof - the rise in power of Reddit thanks to AI and Answer Engine Optimisation being a thing. Trust in platforms and the renewed importance of communications and PR to land mentions in trusted publications. 

Number Three: Climate action

Dr. Ayana Elizabeth Johnson is a marine biologist, policy expert, writer, and teacher working to help create the best possible climate future. Along with scribing What if we get it right? Visions of Climate Futures, she has created a handy Venn to encourage us all to take action, pull focus on the solutions. Why don't we apply our super powers to climate solutions?

What solutions out there can be scaled from composting to switching to electric everything. This is about being useful. This is the long haul. Be at the heart of the Venn diagram for as many minutes of your life as you can. The Ikigai for climate! 

You could apply Venns to many a marketing challenge. We’ve created a blank version for you to play with here. You’re welcome! If you’d to pick our brains for 30 mins for free, book in a time here.