Sublime

Ranking the bottom three is very difficult because it means a category buyer must have opinions for at least six brands to complete the task. If you are a light category buyer, this is highly unlikely.

Developing a brand list

These patterns vary predictably with brand size, with bigger brands skewing more to positive and smaller brands skewing more to neutral.

Comparative form

Rather than discrete categories, the expertise, experience, and efficiency labels are obviously meant to describe only points along a spectrum of practice

(aspirational).

Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).

analysis flexibility

As a rule of thumb, go for 60–70% CEPs and 30–40% of baseline category competencies and any other attributes.