The Brand Innovation 2 x 2. Top right for the win. ....................................................................... Here's a quick 2 by 2 I built to hyper-simplify our philosophy towards brand work. If you're a brand owner today it's a good little exercise to take an honest look at your business and map where you think you sit today; then consider what it will take to spark a shift towards the top right quadrant.

1. Brand Innovation for dummies
& particularly busy people

2. Lipstick
on a Pig
BINGO!
Certain
Death
Unrealized
Potential
Products / Services
Brand
Weak Strong
WeakStrong

3. Certain
Death
Signals // ugly balance sheet
Solution // reset or exit

4. Ctrl + Alt + Del

5. Lipstick
on a Pig
Signals // advertising dependency  commoditization
Solution // brand-led product innovation

6. great brands can
inspire great
products.

7. Unrealized
Potential
Signals // happy customers  awareness ceiling  untold story
Solution // product-rooted brand innovation

8. great products can
inspire great brands.

9. BINGO!
Signals // advocacy  mass fandom
Solution // N/A  proceed true to purpose

10. remember
Brand
&
Business
are
inextricably
linked

11. Lipstick
on a Pig
/ advertising dependency
/ leaky bucket
BINGO!
/ Customer advocacy
/ Cult following
Certain
Death
/ Ugly balance sheet
/ Desperation
Unrealized
Potential
/ Happy customers
/ Awareness ceiling, untold story
BrandIdea
Weak Strong
WeakStrong
Products / Services

12. Sean Hazell / @shazell