How to use the 4C model? (word & deck)

Based on research conducted in 2023, this has been confirmed as the leading model in both creative and brand strategy. To help you fully understand how to apply it, I’ve created two complementary overviews: a Word format written guide and a deck demonstrating the model in action. These materials cover its origins and author, guide you through each quadrant step by step, outline key resources and where to find them, and help you navigate the often-complex middle ground. The deck also shows how the model is used—as a template, a framework, and, of course, as a model. To bring it to life, it includes compelling case studies showing how it can be applied across marketing, brand, and creative strategy.

Plus, now, you have a chance to...

• Re-color the slides,
• Add additional information
• Translate text to another language

Get the fully editable deck to rebrand the presentation and use it in your client or agency work.

Feedback:

David (Strategy Director)
"This wasn’t just another strategy explainer — it was the most complete breakdown of the 4C model I’ve seen. The guide didn’t just walk through the steps; it unpacked the nuances, surfaced questions I hadn’t even thought to ask, and included real case studies that made the application feel tangible. It’s the kind of thinking you don’t get from AI summaries or generic internet content — this is clearly built by someone who’s used the model in the real world."

Jane (Freelance Global Strategist)
"I’ve spent years jumping between strategy tools that looked good on the surface but left me completely lost when it came to actually using them. No real guidance, no context — just buzzwords and empty boxes to fill. This 4C guide changed everything. It gave me clarity where I’d only had confusion. Step-by-step instructions, real-world depth, and 27 pages of practical thinking that finally made the model usable — not just in theory, but in real work. It felt like someone finally handed me the map I’d been missing."