Awareness · The situations · Element
The absent
Situations the brand is not retrieved for.
The part
What it is
Each is a specific piece of work: what would have to be linked to what, and whether anyone else already owns it.
Absence from a high-volume situation is the largest single growth opportunity most brands have and the least often named.
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.