Sublime

Another tool to consider is Gallup’s CliftonStrengths,

This is when the attribute is modified to an extreme form, such as is the best at innovation or is the most innovative brand.

Some attributes do a better job of signalling a brand is a member of a category than others.

most category buyers use multiple CEPs to enter the category.

in a market when buyers tend to subscribe to only one brand, a small brand’s chance of retrieval increases as the category buyer moves through the attribute set.

Reach the brand’s non-buyer

Ad testing.

AIDA (Awareness–Interest–Desire–Action) or Ehrenberg’s ATR (Awareness–Trial–Repeat).

Borrowed from psychology, personality traits include attributes often draw from Jennifer Aaker’s brand personality framework (Aaker 1997).