You execute without a framework that connects everything and gives it direction.
What it is
The strategic framework is the brain behind everything that comes next. Before executing anything, we define who you’re talking to, what makes you the choice and what plan you’ll use to communicate, attract and sell. We work the middle funnel, the point where emotional connection tips the buying decision.
Not all strategies are the same
The methodology is the same; what changes is the depth of each phase, depending on what you need. This is what each one studies, defines and solves.
Solves Scattered marketing, with each channel going its own way.
What it studies
What it defines
↳ It connects every channel into a system that moves business, not just likes.
Solves Active channels but no direction or clear results.
What it studies
What it defines
↳ Social is where preference is built, day after day.
Solves A brand with no clear direction, unsure what makes it worth choosing.
What it studies
What it defines
↳ It’s the brain everything else hangs from.
And depending on your moment, we also work on:
Solves Posting with no direction.
Named content pillars, a channel mix and the grid that alternates high and low moments, always with a CTA.
Solves Launching a product without it fizzling out.
Concept, phases (Always On, Power Periods and Drops) and a media plan to make noise with a clear plan.
Solves Scattered communication, with no guiding idea.
The umbrella concept with a single claim and the Big Ideas that thread everything you communicate.
Your brand’s brain
Before executing anything we define who you are and what makes you the choice: purpose, mission, vision and positioning. It’s the base everything else hangs from: content, campaigns and every decision you make after.
The methodology
Whatever the sector or type of strategy: they all run through the same logical chain. We never propose a tactic without first justifying the insight, the objective and the strategy it hangs from.
Diagnosis: a recap of what worked and what didn’t, a brand and category audit, a competitor benchmark and social listening.
We frame the insight as a cultural tension and a category reframe: "they don’t buy X, they buy Y".
Core and growth target with their motivations and barriers. Sometimes by consumption occasion or by % of business.
Business → brand → marketing → communication, mapped to the funnel, with a historical baseline and quarterly targets.
Territory, essence (purpose, mission, vision, positioning), role, archetype, attributes and differentiators.
An umbrella concept with a single claim, from which the Big Ideas hang, using the Insight → Idea → Execution template.
Voice and tone (the tone pyramid), brand dictionary, a message matrix by funnel stage and visual parameters.
A funnel with its own naming, named content pillars with their idea glossary, channel mix and frequency.
The PESO model: owned media, social proof (UGC, reviews, influencers) and paid, with Always On + Power Periods + Drops.
A phased calendar, KPIs with a rationale (DAI as our signature) and the Way of Work: content master, reports and team scope.
Messy Map
Your customer no longer follows a funnel: they come in, leave, wander, get distracted and decide whenever they feel like it. Messy Map is our service to diagnose that chaos (the "messy middle") and turn it into a plan that connects paid, social and creators, executes it and measures it.
What we do, in 4–5 weeks
Data audit and strategic briefing.
Alignment with your team and objectives.
Interviews, Dark Social analysis and state mapping.
We identify the touchpoints and the levers of the chaos.
The Messy Map, a 90–180 day plan and a live dashboard.
We’re the only agency that diagnoses the messy middle, connects it to paid + social + creators, executes it and measures it. 6 years in this territory, proven with brands like Solán de Cabras.
I want my Messy Map →What you get
It helps most if your need is:
FAQs
Almost always with strategy: it’s the brain that orders everything else. If you already have it clear, we go straight to execution.
We analyse your brand and your end customer to uncover your real funnel (the actual buying journey, which is no clean funnel) and decide which channels to activate to maximise impact.
It depends on the scope, but we usually work in blocks of a few weeks: diagnosis, platform definition and activation plan. You leave with a roadmap ready to execute, not a PDF that ends up in a drawer.
More answers on our FAQ page.
Keep exploring
Get recognised and chosen, not just seen.
View service →An hour to unblock a specific problem, without hiring an agency.
View service →We build the strategy with you, not hand you a PDF nobody uses.
View service →Know exactly where you stand today before you make a move.
View service →Tell us your case and we’ll say if this is what you need, or we’ll work it out with you.
