The Brand Gap Apr 2026

These features move the topic from abstract theory into a tangible, "fun" activity for your audience or team. 1. The "Swap Test" (The Best Visual Feature)

Take your brand’s logo and swap it with a competitor's logo on your website or packaging. The Brand Gap

You can present a "Brandometer" feature that asks users to rate their brand (1–10) across Neumeier’s five essential disciplines: These features move the topic from abstract theory

Write your brand’s obituary as if it were 25 years in the future and the company has just shut down. You can present a "Brandometer" feature that asks

What would people say they missed the most? If the answer is just "good prices," you haven't closed the gap. This exercise forces you to articulate a core purpose in 12 words or less. 3. The "Onliness" Statement (The Best Positioning Feature)