The Reframe Anything guide is part of the Shift Perception Engine. It contains 20 reframing approaches — each one a different way to shift how people feel about a brand, product or behaviour. This page shows the guide in action against this simple brief:
Audience: health-conscious individuals seeking to reduce exposure to potentially harmful substances in their cooking appliances. Product: Non-toxic air fryers
Context: These are kitchen appliances designed to cook food using hot air circulation while minimising the risk of harmful chemicals leaching into the food. These air fryers typically use materials free from PFOA and PTFE, and often feature ceramic or stainless steel interiors to ensure safety. It’s a rising trend.
All 20 reframes have been run against this brief using Claude, though you could use whichever AI you prefer. Each reframe was scored for fit, sharpened into a concrete campaign idea, and paired with a strategist prompt to take it further. The seven below are amongst those Claude flagged as exploring further.
Claude's Summary
This brief has a structural advantage the scalp treatment brief didn't: there's a genuine, verifiable, material claim at its centre. Most health products promise outcomes. This one can point to what it's made of. That's rare, and almost every strong reframe here is really about how to use that factual advantage more powerfully than the category currently does.
The sharpest strategic tension in this brief is the gap between what the audience already does and what they haven't yet applied it to. They filter their water. They buy organic. They read ingredient labels obsessively. And then they heat food in a polymer coating.
Reframes 3, 8, and 7 all attack that gap from different angles — the category-logic version, the satirical-logic version, and the value-anchor version. Together, they form a very coherent challenger positioning: the brand that completed the thought everyone else left unfinished.
Reframe 20 is probably the highest-leverage single move, because it shifts the decision out of appliance territory entirely. Nobody agonises over an appliance purchase. People do agonise over what they feed their family. Once this fryer lives in that category — protection, care, feeding the people you love — the purchase logic changes completely, and price sensitivity drops with it.
Reframes 17 and 19 are the most practical near-term plays: intercept existing intent in search and review channels (#17), and normalise the behaviour through tone and repetition until checking cookware materials feels as obvious as checking food labels (#19). Neither requires a big brand moment — just a consistent, well-placed presence in the right conversations.
