Branding in 3-D
February 24, 2011 —
The Perceptual Map, perennial favorite of MBA classes everywhere, is obsolete. In fact, it never was a completely satisfactory way to sum up brand perceptions. Branding is a three-dimensional problem.
That insight led us to invent the Killian Branding Box™ to quantify and visualize a brand’s position vs. competitors in a 3-D space with three significant axes: brand strength (visibility + reputation within the category), differentiation (as perceived by key market segments), and urgency (how emotionally those differentiators matter to those prospects). Objective research can help brand stakeholders see where they really stand in their competitive space – so they can answer this key question: which axis needs the most attention?
Does this mapping apply to shampoos and Sarah Palin and your neighborhood taco vendor? Yes, you betcha, and si.
Visit our webinar where we go into more detail about how to use this strategic tool. It’s pre-recorded (originally webcast in January), lasts 42 minutes, and it’s free – but you have to register first. Once you see that overview and see the value for growing your brand, let’s talk about how we can put it to use for you.
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Hey – I LOVE and often re-tweet your stuff. You guys are really smart and constructive. But on closer examination, I am wondering if you conceived this model accurately. Shouldn’t the “space” be constructed like a standard Perceptual Map, with the third axis running 3- dimensionally through the point where the horizontal and vertical axes intersect? Just asking………
Posted by Betty Rauch on Mar 19, 2012 at 3:24 pm
In essence, it does run 3-D (front to back) in the cubic space created. If we used the usual cruciform perceptual map with four quadrants, and then added the third dimensional axis through the center, the resulting visual is (was – we tried it) messy.
Posted by Bob on Mar 21, 2012 at 9:18 am