In the world of marketing, the difference between a wildly successful campaign and an overlooked flop often lies in the decision-making process. Evaluating new ideas can be tricky without a structured approach. That’s where the B.R.E.W. Framework steps in. Designed to help marketers screen, prioritize, and act on ideas efficiently, the B.R.E.W. method ensures that creative energy is invested in the right initiatives at the right time.
The B.R.E.W. Framework gets its name from the four criteria it uses to gauge an idea’s potential: Big, Real, Easy, and Worth it. Each component asks a critical question that helps a team assess whether an idea should be pursued or parked for later.
B – Big: Is the idea big enough to make an impact?
This first step asks marketers to determine the potential scale and reach of an idea. An idea that targets a small audience or has limited application might not be worth the investment. On the other hand, if the idea has the potential to significantly move the needle—by boosting engagement, generating leads, or increasing brand awareness—it scores high in the “Big” category.
Marketers often conduct market sizing or audience analysis to back this up with data. This ensures that big doesn’t just mean ambitious—it means viable and scalable.
R – Real: Is the problem real and validated?
In many cases, marketing teams come up with ideas based on internal assumptions. The “Real” part of the framework ensures that the idea solves a real, verified problem or meets a tangible customer need. This includes looking at customer feedback, analytics data, and firsthand user research to verify that the need actually exists.
Without this validation, there’s a risk of launching campaigns that don’t resonate or feel out of touch—wasting both budget and credibility. A “Real” idea should be connected to factual evidence, not gut feelings alone.
E – Easy: Is it simple to implement and execute?
Even the best ideas can lose momentum if they’re too complex or resource-intensive to bring to life. That’s why “Easy” is a critical filter. It asks whether the idea can be rolled out efficiently within current bandwidth, budget, and tech capabilities.
An idea that checks the strategy box but would take six months of backend development and cross-department coordination might get re-prioritized. Measuring ease helps teams focus on quick wins and reduce time-to-market for great ideas.
W – Worth it: Is the potential ROI worth the effort and resources?
Lastly, the “Worth It” component brings in a cost-benefit perspective. Even if an idea is big, real, and easy, teams must weigh the return on investment. This includes both tangible metrics—such as conversions and revenue—and intangibles like brand value or audience growth.
If the expected payback is minimal or slow, the idea may not be worth diverting people and money away from more rewarding activities. Effective marketers use this part of the framework to make sure they’re doing the right things, not just doing things right.
Integrating the B.R.E.W. Framework into Decision-Making
Marketing teams can use the B.R.E.W. Framework during brainstorming sessions, strategic planning cycles, and campaign evaluations. It can be applied quickly using a scoring system or adapted into more formal planning documents to support decision-making at higher levels. Startups and enterprises alike benefit from the clarity it brings, helping teams avoid “shiny object syndrome” and stay focused on what truly matters for growth.
Frequently Asked Questions
- Q: Can the B.R.E.W. Framework be used for digital and offline marketing ideas?
Yes, B.R.E.W. is versatile and can be applied to any type of marketing initiative, whether it’s an online ad campaign or a grassroots street promotion. - Q: How often should we apply the B.R.E.W. Framework?
It’s recommended to use it during initial idea generation and again when prioritizing campaigns for a new quarter or fiscal year. - Q: What’s a quick way to score ideas using B.R.E.W.?
You can create a simple 1–5 scale for each component and add up the total. Higher scoring ideas can be fast-tracked for execution. - Q: Can we modify the framework?
Absolutely. Many companies customize the questions under each B.R.E.W. element to better align with their business model and goals.
When marketing ideas are evaluated through the lens of the B.R.E.W. Framework, teams become more strategic, focused, and impactful. Rather than chasing every possible angle, they prioritize ideas that are big, relevant, easy, and worth the investment—just like a perfect cup of brewed strategy.