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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.
Jenni Romaniuk • Better Brand Health eBook
Developing a brand list
Jenni Romaniuk • Better Brand Health eBook
These patterns vary predictably with brand size, with bigger brands skewing more to positive and smaller brands skewing more to neutral.
Jenni Romaniuk • Better Brand Health eBook
Comparative form
Jenni Romaniuk • Better Brand Health eBook
Rather than discrete categories, the expertise, experience, and efficiency labels are obviously meant to describe only points along a spectrum of practice
David H. Maister • Managing The Professional Service Firm
(aspirational).
Jenni Romaniuk • Better Brand Health eBook
Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).
Jenni Romaniuk • Better Brand Health eBook
analysis flexibility
Jenni Romaniuk • Better Brand Health eBook
As a rule of thumb, go for 60–70% CEPs and 30–40% of baseline category competencies and any other attributes.