Framework or Flaw?

Happy Friday Sippers,

How was your week?

I need to figure out how to reconcile how good a long weekend feels with the immediate discipline a short week demands. It's a real-world test of our ability to prioritize, isn't it? 

Might need to move to an 8-day week framework—I'll keep you posted...

The idea of frameworks was top of mind this week after listening to the Jefferson Fisher podcast, where a segment discussed diagnosing an issue as a "character flaw" versus a "skill/framework issue."

In brand building, this is the most vital question we can ask. When a campaign underperforms or a brand hits a rough patch, is the issue with the brand itself (a character flaw) or with the execution process (a framework breakdown)?

Last week, we talked about gratitude as the emotional currency of loyalty. This week, we're discussing the strategic discipline needed to earn loyalty in the first place: Character-Proofing the Framework.

The Character vs. Framework Diagnosis

A brand's character is its non-negotiable essence: its purpose, its unique voice, and its core promise. A brand's framework is the skills, processes, and execution used to deliver that character (e.g., creative briefs, campaign execution, channel strategy).

Most brand mistakes are actually a breakdown of the framework to honour a good character.

Here is how two major brands illustrate this high-stakes diagnosis:

1. The North Face: When the Framework Betrays the Character

The North Face has an indisputable character: rugged exploration, technical performance, and epic wilderness. Historically, their voice has been serious, stoic, and focused on the achievement of mastering the elements.

Contrast the Character:

• Previous Character Execution | Campaigns featured world-class climbers enduring blizzards, crossing technical terrain, and narrating their singular, intense commitment to pushing human limits. The brand's promise was equipment for the few, inspiration for all. The tone was respectful, serious, and deeply aspirational.

  The Explorer, Have You Ever?, Wherever You Go, We Go., We Play Different,  Question Madness, The Mountains Are Calling. 

• The New Touching Grass | The core failure was allowing the framework to introduce a foreign, jarring tone that betrayed the character:

  • Intent | To drive relevance with a younger audience and use modern creators/slang.

  • Execution Flaw | The campaign's concept uses humour and play-on-words, but the central message comes across as judgmental ("you're always on your phone, get outside") and preachy.

  • Character Betrayal | The brand, which previously spoke the language of disciplined athletes, now used a voice that was foreign to its serious, technical character.

    Touching Grass 

The brand's character remains intact, but the framework (the execution) fell short by introducing a tone that undermines the brand's stoic essence. In other words, the framework failed to serve the character.

2. The Gap: The Power of Character Restoration

The Gap spent years struggling to define its modern character, cycling through directions and losing the elements that made it iconic. They were suffering from a Framework Failure that resulted in Character Amnesia.

Now, they are experiencing a major breakthrough by consciously returning to their strongest Character traits:

• The Classic Gap Framework (What worked in the past) | 

  • Simplicity & Movement | Campaigns were built on people of different ages, races, and styles all dancing together in simple Gap essentials (like khakis or hoodies).

  • Music: The soundtrack was always an iconic, foundational song, often retro, but freshly remixed.

  • Character Essence | The brand was about inclusive, optimistic American style—clean, classic, and always set to a great beat.

    Dress You Up In My Love, Mellow Yellow, Sarah Jessica Parker, Hollywood, Swing, 

    
    

• The Strategic Shift & Restoration | Under the leadership of new CEO Richard Dickson (huge fan), The Gap consciously decided that its most valuable asset was its heritage. This wasn't about creation; it was about Character Restoration.

  • The New Framework | They brought back those strongest signs of their heritage: signature choreography, classic music, and foundational celebrity star power. The visuals are the same, but modernized.

  • Business Outcome | The success of these recent campaigns proves that they character-proofed the framework by meticulously designing the execution to retrieve and honour the brand's established identity. This intentional return to character has generated significant positive sentiment and is showing early signs of stabilizing business performance.

    Better in Denim,  Get loose. Now live, Linen Moves,  Feels like Gap, 

    
    

The Sip Takeaway: Character-Proof Your Brand

When you face a strategic decision or an execution challenge, stop asking, "What should our brand be?" and start asking, "Is our current framework worthy of our character?"

• Define Your Character |  Articulate your brand's non-negotiable essence in a single sentence. What is your brand's unique voice and promise?

• Audit Your Framework | Every step of your process—from the initial brief to the final media plan—must be tested against that character. Does the framework make it easy to be on-brand, or does it require constant internal fighting?

The Discipline of Objective Decision-Making

To protect your character, you must adopt an objective, disciplined approach to execution:

1. Detach from the Execution | Never fall in love with an execution (the framework). An idea is only as good as its ability to serve the brand. If results or consumer sentiment show a flaw, discard the idea, not the character.

2. Go Back to the Brief | The brief is the source of all objective truth. When providing feedback or making investment decisions, your yardstick should always be the brief's objectives, not personal preference or market noise.

3. Prioritize Objectivity | All feedback must be given objectively, not subjectively. It's not "I don't like the colour," but "The colour does not reinforce the brand's purpose of [Character Trait] defined in the brief."

4. Avoid Panic | Don't let bad market results or a single misstep introduce panic into your decision-making. Maintain the discipline of your framework, trusting the long-term character over short-term chaos (a lesson often highlighted in the failure to maintain composure, even at the highest levels).

The brand's character gives you power; the proper framework gives you discipline.

Here's to building frameworks worthy of our brands!

See you next week,