FREE TOOLS . SELF-SERVE
Instruments you can use
without hiring us.
Most of the practice runs inside paid engagements, but the entry-level instruments are free and the same ones we use in week one. Use them in any order. Each one is designed to make a small piece of your brand capital visible — and that's usually enough to start.
01 . Instruments . 90 seconds
The Brand Capital Quiz
Eight questions across the four C.A.F.E. dimensions. Returns a first-pass score out of 1000, your band, and the single sharpest move to make next.
02 . Worksheet . PDF
The 18-Asset Inventory
The same worksheet we use inside DRIVE. Lists every asset that contributes to your score, with the prompts to evidence each one against your own work.
03 · Reference · One page
The C.A.F.E. Glossary
Plain-language definitions for the working vocabulary: brand capital, equity asset, position tax, compounding artefact, inbound floor. Bookmark and share.
Read the method page →04 · Reading · Twice a month
Field Notes essays
Long-form writing from inside the practice — the thinking behind the method, written for senior operators rather than marketers. Free, no funnel.
1. Take the quiz first. Ninety seconds, a number, a band. It gives you the language to talk about everything else on this site.
2. Read the method page. The score makes more sense once you've seen the four stages it scores against.
3. Open the 18-asset worksheet. Walk through your last three engagements with the list. The gap between what you've built and what you've named is, almost always, the real result.
4. Subscribe to Field Notes. A new essay roughly twice a month, plus the occasional case note. That's the whole list.
HOW TO USE THEM
A short
sequence
, if you
want one.
If the worksheet surfaces more than you expected
That's usually when people
apply for a diagnosis.
The free tools surface the inventory. DRIVE is what we run when you want the inventory priced, positioned, and turned into an asset.