Points of difference · The parity points · Element
The blockers
Parity failures that are costing consideration.
The part
What it is
These outrank almost everything else in priority, because they prevent the brand from being assessed at all.
They are also frequently cheap to fix relative to the difference work that is competing for the same budget.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the parity points
The requirements
What the category expects as a minimum.
LearnThe standing
Whether the brand is credibly adequate on each.
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