Friday, August 17, 2012

How did you map it?

It always amazes me whenever someone (doesn’t matter who – it can be a brand planner or client) does a brand mapping involving their brands and competitive brands on a x and y axis with 4 attributes and find an area that is absolutely unoccupied. Like the example above.

Really? Wow.

After all these years, who would have thought none of your competitors or any of the other players in the category did not figure that one out?

Please, do everyone a favour when that happens – work harder, think better, relook into the variables you are measuring. Something is not quite right there.

What space do you truly occupy?

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