Goodbye two by two. Hello two by nothing.
A framework for building distinctive brands
A common brand strategy framework is the perceptual map. It’s a two by two matrix that organizes where your brand is perceived to be positioned along two dimensions. Perceptual maps are a great way to identify a gap in the market (to be filled by your brand, obviously) and/or diagnose what needs to change in order to have a more competitive positioning.
However, when it comes to inspiring truly differentiated brands, the best framework isn’t a two by two. It’s a two by nothing. Let me explain.