Thinking

The Orange Plus.

What we think about and work — and where the industry’s heading. Articles, frameworks, and a monthly email on franchise, travel, real estate, and the perception gap. Useful or unsubscribe.

The Orange Plus

Downloads

Frameworks we use in the work — that you can use too.

The Perception Gap Framework

The full diagnostic structure we use to identify where a business is being misunderstood. Includes worksheet.

The Franchise-Analog Pattern

A short paper on why some non-franchise businesses are structurally franchises — and how to spot it.

5 Signs Your Brand Is in the AI Creative Trap

A self-assessment for marketing leaders trying to figure out if their AI-accelerated production strategy is quietly eroding brand distinctiveness.
Categories

Perception gaps: why strong brands get misunderstood.

A practical framework for identifying where

Leveraging AI for creative and production: The future of brand marketing.

How AI changes the work without

Fueling franchise growth: mastering lead generation in franchise sales

Fueling Franchise Growth: Mastering Lead Generation

Opportunities and dangers: the rise of AI-generated social media content

Opportunities and Dangers: The Rise of

Three mistakes that nascent franchise organizations frequently make

Three common mistakes made by nascent

A term first coined is 2009 is more relevant than ever. The rise of bleisure: a new frontier in hospitality marketing

A term first coined is 2009

Franchise expansion in emerging markets: tapping into growing tourism and middle-class populations

Franchise expansion in emerging markets: tapping

Building brand affinity through storytelling: how every brand can inspire connection

Building brand affinity through storytelling: how

Building brand awareness and loyalty through ghost kitchens and virtual restaurants

Building brand awareness and loyalty through

In your inbox

The Orange Plus, monthly.

Once a month, first Wednesday, one short read on franchise, travel, and the perception gap. Same editorial brand as the blog — just in your inbox instead of your browser. It’s short. It’s useful. It’s specifically not promotional.

The first conversation

Find out exactly where your perception gap is costing you growth.

The Perception Gap Analysis is one focused conversation. 45 minutes. Two NM+U strategists.

You leave with three things:
  • where your business is being misread,
  • what that’s costing,
  • what to fix first.

Free. No pitch. No obligation. About 45 minutes. We come with research done.