Brand Gap | The

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 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. The Brand Gap

If you can't use the word "ONLY" honestly, you are competing on features rather than identity. 4. The "Zag" Interactive Quiz True innovation is anything that "scares the hell

Write your brand’s obituary as if it were 25 years in the future and the company has just shut down. If you can't use the word "ONLY" honestly,

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."