1940s–50s

USP

Rosser Reeves

Differentiation

1960

The 4 Ps

E. Jerome McCarthy

Marketing Mix

1969

STP Framework

Kotler / Ries & Trout

Strategy

1970s

Brand Key Model

Unilever / JWT

Brand Strategy

1979

Porter's Five Forces

Michael Porter

Competitive Analysis

1980s

W+K Creative Brief

Wieden+Kennedy

Creative Strategy

1982

The Zag Framework

BBH

Differentiation

1991

Brand Equity Model

David Aaker

Brand Strategy

1990s

Truth, Tension, Idea

BBDO

Creative Strategy

late 1990s

Brand Onion

BBH London

Brand Strategy

2000

Brand Relationship Spectrum

Aaker & Joachimsthaler

Brand Architecture

2000s

Jobs to Be Done

Christensen / Ulwick

Innovation

2003

Net Promoter Score

Fred Reichheld

Measurement

2004–05

Design Thinking

IDEO / Stanford

Innovation

2005

Blue Ocean Strategy

Kim & Mauborgne

Strategy

2007

POST Model

Forrester

Social Media

2007

Pirate Metrics

Dave McClure

Growth

2009

Customer Decision Journey

McKinsey

Consumer Behavior

2013

See-Think-Do-Care

Avinash Kaushik

Measurement

2014

The Hook Model

Nir Eyal

Product

2014–18

Design Language Systems

Google / IBM

Design

2015

Value Ladder

Russell Brunson

Monetization

mid-2010s

Growth Loops

Balfour & Winters

Growth

2016

North Star Metric

Sean Ellis

Measurement

2016–18

Product-Led Growth

Wes Bush

Go-to-Market

2018–22

Platform Narratives

Netflix / Spotify

Brand Story

2019–20

Community-Led Growth

CMX / Common Room

Growth

2020

Creator Economy

Li Jin

Business Model

2022–2025

AI-Assisted Creative

OpenAI / Multiple

Technology