Brand Gap | The

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]".

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) The Brand Gap

Are you clearly different from everyone else? Fill in the blanks: "Our brand is the

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) This exercise forces you to articulate a core

Create a "Zig vs. Zag" comparison list for your industry. List the "Zigs" (what every competitor does, like "minimalist packaging" or "subscription models") and challenge users to come up with one radical "Zag".