The Brand Gap -

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 feature helps define a "charismatic brand"—one that people believe has no substitute. The Brand Gap

Write your brand’s obituary as if it were 25 years in the future and the company has just shut down. If your competitor’s logo looks just as good

Is your brand a living organism that evolves with its "tribe"? Which of these "Brand Gap" concepts The Brand Gap | Summary & Notes - Will Patrick The "Brand Obituary" (The Best Strategic Feature) This

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.

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]".