Is your brand a living organism that evolves with its "tribe"? Which of these "Brand Gap" concepts The Brand Gap | Summary & Notes - Will Patrick
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]".
Are you clearly different from everyone else?
These features move the topic from abstract theory into a tangible, "fun" activity for your audience or team. 1. The "Swap Test" (The Best Visual Feature)
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)
Neumeier’s sequel to The Brand Gap is titled Zag , based on the idea that "When everyone zigs, zag".
To close the gap between what you do and why it matters , Neumeier suggests thinking about the end.
Is your brand a living organism that evolves with its "tribe"? Which of these "Brand Gap" concepts The Brand Gap | Summary & Notes - Will Patrick
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]".
Are you clearly different from everyone else?
These features move the topic from abstract theory into a tangible, "fun" activity for your audience or team. 1. The "Swap Test" (The Best Visual Feature)
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)
Neumeier’s sequel to The Brand Gap is titled Zag , based on the idea that "When everyone zigs, zag".
To close the gap between what you do and why it matters , Neumeier suggests thinking about the end.