Do your left-brain (strategy) and right-brain (creative) teams actually talk? Innovate: Are you doing something new, or just copying?
What would people say they missed the most? If the answer is just "good prices," you haven't closed the gap. This exercise forces you to articulate a core purpose in 12 words or less. 3. The "Onliness" Statement (The Best Positioning Feature)
If you are looking for an interesting feature for "The Brand Gap"—Marty Neumeier’s famous framework for bridging business strategy and creative design—consider one of these interactive "Stress Tests" or creative exercises. The Brand Gap
Fill in the blanks: "Our brand is the ONLY [category] that [how you are different] for [who your customers are] in [where you are located] who need [why you are important]".
You can present a "Brandometer" feature that asks users to rate their brand (1–10) across Neumeier’s five essential disciplines: If the answer is just "good prices," you
If your competitor’s logo looks just as good (or better) on your product, you have a Brand Gap . A strong brand icon should fit its company like a "tailored suit"—if it fits anyone else, it’s not distinctive enough. 2. The "Brand Obituary" (The Best Strategic Feature)
True innovation is anything that "scares the hell out of everybody else" because it is untried and unsafe. 5. The "Five Disciplines" Health Check The "Onliness" Statement (The Best Positioning Feature) If
If you can't use the word "ONLY" honestly, you are competing on features rather than identity. 4. The "Zag" Interactive Quiz
