Crisis Framing

The Playbook

Communications that coin the term in the opening breath and then never let it go. The cost gets counted in something felt, hours or money, never an abstraction. One piece of proof, named and specific, and only one. Then the choice narrows to two doors, no middle ground, no hedging. The term repeats word for word every time, and the close is a command using it again.

The Outcome

Ideas that give a name to something people are already paying for. A position built on owning the words the category argues in. A campaign where one coined phrase does all the heavy lifting. Work that makes the old language sound embarrassing to use. People repeat the term because using it makes them sound like they know. Whoever names it, owns it.