Marketing Framework
Understanding the psychology behind why customers choose you. A deep dive into Depend, Like, Relate, and Knowledge.
Ability 01
The buyer believes the brand will reliably deliver the promised outcome with acceptable risk.
What this means in practice
Confidence that the product will work
Confidence that the company will exist and support them
Confidence there will be no hidden downside
How marketing builds it
Proof points (case studies, guarantees, uptime metrics)
Risk reversal (trials, warranties, SLAs)
Consistency in message and delivery
Without Depend: Buyers delay, default to incumbents, or choose “safe” alternatives.
Like 02
The buyer has a positive emotional disposition toward the brand.
What this means in practice
The brand feels human, aligned, or admirable
Interaction is pleasant, not taxing
The buyer wants to support or associate with the brand
How marketing builds it
Tone, voice, and personality
Visual identity and aesthetics
Values signaling and storytelling
Without Like: Buyers choose purely on price or convenience.
Relate03
The buyer sees themselves, their problem, or their context reflected in the brand’s message.
What this means in practice
“This is for someone like me”
The problem framing matches lived experience
The brand speaks the buyer’s language
How marketing builds it
Clear segmentation and persona focus
Use-case–driven messaging
Industry- or role-specific examples
Without Relate: Buyers disengage, even if the product is objectively strong.
A purchase occurs when all four abilities are sufficiently present.
Over-investing in one cannot compensate for the absence of another.
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