Do your left-brain (strategy) and right-brain (creative) teams actually talk? Innovate: Are you doing something new, or just copying?
If you are looking for an interesting feature for "The Brand Gap"—Marty Neumeier’s famous framework for bridging business strategy and creative design—consider one of these interactive "Stress Tests" or creative exercises. The Brand Gap
If your competitor’s logo looks just as good (or better) on your product, you have a Brand Gap . A strong brand icon should fit its company like a "tailored suit"—if it fits anyone else, it’s not distinctive enough. 2. The "Brand Obituary" (The Best Strategic Feature) The Brand Gap