Check out some of the key features of this framework.
Distinctiveness
How well a brand stands out against the crowd, or focuses in on a particular niche. What makes them unique.
Own Category/Culture
When brands lock themselves into a culture and become intertwined with it at every conceivable level.
Brand Bravery
Brave brands have the vision, purpose and resolve to take a stand. They venture big gains with bold, compelling campaigns.
New Media Mindset
How brands invest in underpriced platforms ahead of the curve. Like a savvy investment, timing is everything.
Pervasiveness / Penetration
The sheer power of presence. Major reach requires the right resource allocations to grab attention at scale.
Omni-Channel
How brands with a full array of channels create closer connections between the online and offline marketplace.
1-2-1 at Scale (CRM)
When brands create systems to communicate with individuals and segments at scale, while keeping a personal touch.
Virtualizing Experiences
Creating quintessential brand experiences for customers that fully connect online with offline via new technologies (VR/AR, livestream, haptics and more).
Advocacy & Trust Focused
The health of a brand's relationship with buyers - how well they deliver on their promise and get things right for customer.
Social Media Engagement
Leading brands leverage social media and create content which is highly responsive, conversational and focused on authenticity and reciprocity with audiences.