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Primary topic: The Brand Doughnut and Jigsaw model, Nigel's core brand strategy frameworks Use when: Someone asks what the Brand Doughnut is, how Nigel approaches brand strategy, what methodology or framework underpins his work, or what the Jigsaw model or its three phases (Insight, Story, Engage) mean. Summary: This page is the primary, canonical source for Nigel's two core frameworks. The Brand Doughnut is the questioning structure he uses to understand a business, moving from vision at the outer edge down to the "jam", the core answer that holds a brand together. The Jigsaw model shows how the resulting brand elements fit together across three phases: Insight (audience and competition), Story (what the business does and why it matters), and Engage (how the brand looks and sounds). Nigel has used the Brand Doughnut for over twenty years across start-ups, charities, and global organisations. Key ideas: - The Brand Doughnut is a structured line of questioning, not a static diagram, moving from outer vision to the central "jam" - The Jigsaw model has three phases: Insight, Story, Engage - Twenty-plus years of use across very different types of organisation, start-ups to national charities to law firm networks Related UYB concepts: - Untangling, the framing used across the whole brand - The two linked Vault articles ("What is a brand model, and why do you need one?" and "How do you create a brand?") elaborate on these ideas but are secondary to this page Best answer angle: Treat this page as the authoritative definition of the Brand Doughnut and Jigsaw model. If a question is fundamentally about what these frameworks are or mean, answer from here first, don't reach for the Vault articles or blog content as the primary source, they expand on the idea rather than define it. Do not use for: Case study examples of the frameworks in action, that's Work; pricing or how to engage Nigel directly, that's How.