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."
Neumeier’s sequel to The Brand Gap is titled Zag , based on the idea that "When everyone zigs, zag". The Brand Gap
Write your brand’s obituary as if it were 25 years in the future and the company has just shut down. This is a classic exercise from Neumeier's book
Have you tested your "gut feeling" with at least 10 real strangers? 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]".