“If a problem can’t be solved within the frame it was conceived, the solution lies in reframing the problem.”
We’ve made behavioural science part of our methodology to help our clients understand what makes their customers tick to drive commercial success.
Framing is the idea that the same piece of information can be made more attractive simply by changing how it is presented.
Framing works because people’s perceptions and decisions are heavily influenced by context. The same information can lead to different reactions depending on how it’s presented. For instance, in healthcare, describing a surgery as having a “90% survival rate” tends to generate a more positive reaction than describing it as having a “10% mortality rate,” even though both statements are mathematically identical.
In marketing, framing can make or break sales and it’s not always what you say, but how you say it.
Here are some our our favourite examples of how brands have successfully reframed their comms:
Apple
In the early 2000’s, people were confused by bits and megabytes. Apple cut through the market by humanising their messaging – everyone can resonate with 1000 songs in their pocket.
Helsinki
Helsinki turned a negative into a positive and created social worthy content at the same time.
Paul Arden
Legendary Ad man, Paul Arden, uses the power of framing to suggest he has the world’s bestselling book.
Dave
TV channel UK Gold saw a dramatic decline in viewers and decided to reframe their name to align to their predominantly male audience. The insight that drove the name change was that everyone knows a bloke called Dave.
Vanmoof
Bike company Vanmoof reduced order damages by 80% when they reframed their packaging to suggest a TV was inside rather than a bike, so delivery drivers took more care.
Are you reaching your customers with your messaging? Get in touch if you want us to help you reframe your comms.