CHATGPT GUIDE

FOR STRATEGISTS
 CHATGPT IS YOUR
STRATEGIC SIDEKICK
TO HELP YOU BUILD &
DEVELOP YOUR
STRATEGY.
 4 TIMES CHATGPT
ADDS VALUE TO STRATEGY

STEPS Client Brief Creative Creative Campaign

Brief Dev Idea

OUTPUTS RESEARCH BRAND

STRATEGY
CREATIVE
BRIEF
PRESENTATION

4C’s BENEFIT INSIGHTS ANALOGIES &

FRAMEWORK LADDER SHARPER
WORDS
 4C’S
PILOT RUN
RESEARCH
 ChatGPT helps with initial
research. Asking 20 questions
GPT provides the first draft of
your 4C’s frameworks (Category,
Company, Culture, Customer)

Background Info: 4C’s Research Framework

STEPS IN 4C’S PILOT RUN RESEARCH

GO TO COPY/PASTE READ THROUGH SET FOLLOW UP

CHATGPT SITE 4Cs RECIPE ANSWERS QUESTION
PROMPT CARDS
WITH YOUR
BRAND
EXAMPLE

CULTURE RESEARCH
 In 60 seconds we find out:

Stripe is fighting for

financial inclusion.

Enemies are; lack of traditional

institutions, financial literacy,
discrimination, regulatory
barriers, infrastructure.
CLICK TO VIEW
BRAND STRATEGY
BENEFIT LADDER
 CONSUMER GOAL
ChatGPT gives you a draft of a
benefit ladder, a helpful input
for creative briefs, comms
FUNCTIONAL BENEFIT
frameworks and brand strategy.

Background Info: Benefit Ladder Exercise

PRODUCT FEATURES
STEPS IN BENEFITS LADDER

GO TO COPY/PASTE DECIDE WHAT USE AS KICK

CHATGPT SITE 4 PROMPTS FOR MAKES SENSE OFF POINT FOR
THE BENEFIT AND BUILD OUT RESEARCH INTO
LADDER THE LADDER BENEFITS &
GOALS
RESEARCH
 CHATGPT QUESTIONS

What are the benefits symbolic of in people’s life?

What are these symbolic of in the lives of the
CONSUMER GOAL consumers of this product?
What are the threats/enemies to these factors in
society, not specifically the product?

FUNCTIONAL BENEFIT Why are these features important?

When are these benefits most important?

What are the 3 most popular features of (INSERT

PRODUCT FEATURES
PRODUCT) based on reviews?
EXAMPLE

BENEFIT LADDER PROMPT 4

 Removing gender roles - Remove the pressure that
CONSUMER GOAL manual cleaning is a necessary aspect of feminine
domesticity.

Allows you to clean your home, when you’re not home

FUNCTIONAL BENEFIT Reduces the need for multiple cleaning product

Navigation and scheduling

PRODUCT FEATURES Multi-surface cleaning
CREATIVE BRIEF
INSIGHTS
 ChatGPT predicts the most
logical answer.

Insights are the opposite.

Need to work GPT a little

harder.

Background Info: How To Find An Insight?

STEPS IN 4C’S PILOT RUN RESEARCH

GO TO COPY/PASTE WILL THE BRAND REFINE THE

CHATGPT SITE INSIGHT OWN THE INSIGHT
PROMPT CARDS INSIGHT? 90%
WITH YOUR WILL BE
BRAND WRONG.
CHATGPT QUESTIONS

Write 10 limitations for this brand and tell me why that is

actually a good thing?

What are 10 common held beliefs/cliches about the

category/brand? Write the polar opposite of these
statements?

Act like Demetri Martin, tell me 10 one liners about the

topic
Act like Iliza Shlesinger, tell me 10 one liner jokes about
the topic

List 10 r/showerthoughts for this brand

EXAMPLE
A place that feels nothing like home.

While other accommodation options

try and make it feel like a home, we
try and transport you somewhere
away from home so you can clear
your head.
PRESENTATION
ANALOGIES &
WORDS
 Strategy becomes more
memorable with an analogy or
metaphor.

Let ChatGPT do the

brainstorming for you.
STEPS IN CRAFTING YOUR STRATEGY

WRITE GO TO COPY/PASTE ADD IN YOUR

STRATEGY CHATGPT SITE ANALOGY ANALOGY
PRESENTATION PROMPT CARDS
WITH YOUR
STRATEGY
CHATGPT QUESTIONS

Give me 10 famous stories for (add strategy)

Give me 10 analogies for (add strategy)

Give me 10 metaphors for (add strategy)

 Description: A product that tastes
the same but made of different
ingredients. We are launching a
Philly Cream Cheese which is
actually made of oats, not dairy. It’s
close to the original thing and taste
as good.
Oatly Cream Cheese is the wolf in
sheep's clothing of Philly Cream
Cheese, it taste as good but is
actually made of oats.
GPT REQUIRES YOU TO
PLAY CREATIVE
DIRECTOR

NOT ARTIST
Creative Directors look at 100s
of ideas and only choose a
handful. Then refine these
ideas.

Artists start with one canvas

refines that piece.
ChatGPT works best when it
throw you lots of suggestions
and you play the editor.

Don’t think of it creating the

final product.
WHAT IS CHAT GPT?
STRAIGHT FROM THE HORSE’S MOUTH