Goodbye two by two. Hello two by nothing.
A framework for building distinctive brands
Published in
5 min readMar 16, 2024
A common brand strategy framework is the perceptual map. Itβs a two by two matrix that organizes where your brand is perceived to be positioned along two dimensions. Perceptual maps are a great way to identify a gap in the market (to be filled by your brand, obviously) and/or diagnose what needs to change in order toβ¦