Are the brand attributes that you picked—your brand, personality, and vibe— distinct from those of your competitors? Can you put a stake in the ground for them or have they already been taken? Your ideal customer needs to see how you’re different. You help him/her see this by finding that white space and putting your stake in it.

three roles are: 1Evoking the brand – CEPs that help the brand be mentally available. 2Evaluating the brand – Qualities that can be used to evaluate brands when multiple brands have equivalent Mental and Physical Availability. 3Identifying the brand – Distinctive Assets that trigger the brand in media and sales environments.

each brand needs to stand for something.

For brands anticipating rapid growth, it is helpful to define the product or benefit space in which the brand would like to compete, as Nike did with “athletic performance” and Disney with “family entertainment.” Words that describe the nature of the product or service, or the type of experiences or benefits the brand provides, can be critical to i

To conclude on what makes a successful brand: the one and most important characteristic of a successful brand is that all its parts are aligned. What you say is coherent with your actions: Say what you do and do what you say.