Brand Positioning · Points of difference · Component
The parity points
What the brand must be credibly adequate at to be considered — because most positioning failures are parity failures.
The deliverable
What it is
A brand genuinely better at one thing and visibly inadequate at a category requirement is not considered at all. The difference is never weighed because the brand did not reach the shortlist.
Parity requirements are set by the category rather than by the organisation, and they change as competitors raise the floor.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The requirements
What the category expects as a minimum.
3 attributes: Requirement · Type · Established
LearnThe standing
Whether the brand is credibly adequate on each.
3 attributes: Actually meets · Believed to meet · Source
LearnThe blockers
Parity failures that are costing consideration.
3 attributes: Requirement · Deals affected · Cost to close
Learn
Buyers eliminate before they compare. A parity failure means your difference is never weighed at all.
The other components in points of difference
The differences
What the brand is meant to be believed better at, tested on all three criteria — matters to them, deliverable by us, hard for others to claim.
LearnThe accepted trade-off
What the brand deliberately does not compete on — because a position with no trade-off is not a position.
Learn