If you can't use the word "ONLY" honestly, you are competing on features rather than identity. 4. The "Zag" Interactive Quiz
To close the gap between what you do and why it matters , Neumeier suggests thinking about the end. The Brand Gap
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. If you can't use the word "ONLY" honestly,
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) The Brand Gap
This feature helps define a "charismatic brand"—one that people believe has no substitute.
