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Have you tested your "gut feeling" with at least 10 real strangers?
Do your left-brain (strategy) and right-brain (creative) teams actually talk? Innovate: Are you doing something new, or just copying?
True innovation is anything that "scares the hell out of everybody else" because it is untried and unsafe. 5. The "Five Disciplines" Health Check
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)
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)
You can present a "Brandometer" feature that asks users to rate their brand (1–10) across Neumeier’s five essential disciplines:
This is a classic exercise from Neumeier's book. It’s a simple visual challenge that proves if a brand is truly distinctive or just a "commodity."
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]".
Have you tested your "gut feeling" with at least 10 real strangers?
Do your left-brain (strategy) and right-brain (creative) teams actually talk? Innovate: Are you doing something new, or just copying?
True innovation is anything that "scares the hell out of everybody else" because it is untried and unsafe. 5. The "Five Disciplines" Health Check
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)
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)
You can present a "Brandometer" feature that asks users to rate their brand (1–10) across Neumeier’s five essential disciplines:
This is a classic exercise from Neumeier's book. It’s a simple visual challenge that proves if a brand is truly distinctive or just a "commodity."
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]".
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