For managers & companies

Assess, benchmark and simulate your brand.

Use observable evidence to understand the brand’s current Eleatic profile, compare it with competitors, and explore how different strategic configurations change its trajectory.

Assess my brandOpen Observatory

The working loop

Four steps: assess, benchmark, simulate, document.

1 · ASSESSScore the brand on evidenceA dated snapshot of the four capacities and the Eleatic Power, with the evidence, the interpretation and the confidence of every score.
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2 · BENCHMARKCompare it with the fieldPlace the brand in the Observatory: competitors, category medians, profile distribution, rank and percentile.
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3 · SIMULATESimulate before you spendLoad the configuration in PLAY and compare alternatives over sixty periods: what changes if you invest in one capacity rather than another.
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4 · DOCUMENTDocument, in one reportFrom any unlocked card: the Brand Audit, the SWOT, the Analogies and the Growth Ideas, each on its own or composed in one PDF, dated.

The Brand Audit

One brand, five sections, built from its full card in a few seconds. Save it as PDF from the browser.

SECTION 1The snapshotEleatic Power, the four capacities against the median of the arena, the profile, the radar. Dated, with confidence.
SECTION 2The evidenceTwelve indicators scored 0–7, each with its sourced evidence line and the channels it rests on.
SECTION 3The arenaRank, percentile and interquartile range in the category; the brands just above and below; where the gap is, capacity by capacity; the history of snapshots.
SECTION 4Profile and trajectoryThe closest archetype and sixty simulated periods: the brand as assessed against a balanced one.
SECTION 5The leverWhere to act, what it means for the brand, what to protect while acting, what to watch at the next snapshot.
STARTPick a brand in the Observatory →Open its page and choose Brand Audit. A Pro service: how to get it.

The Brand Fit

An activity you are planning, evaluated against the brand as it is today. Built from its full card and from your description, in about twenty seconds. Save it as PDF from the browser.

YOU ENTERThe activityA launch, a partnership, a campaign, a new format, an extension, a change of identity: what it is, for whom, where and when. A few sentences are enough.
YOU GET · 1The verdictIndicated, conditional or not indicated for this brand now, with the main reason in one sentence.
YOU GET · 2Where it impactsEach of the four capacities: strengthened, put under strain or untouched, and why, tied to the brand’s own evidence.
YOU GET · 3What it shiftsWhat the activity moves in the strategy, given the brand’s profile and its weak points; the conditions under which it works; what to watch afterwards.
ON RECORDThe brand as evaluatedThe twelve indicators and their full evidence lines, as used for the evaluation. Every evaluation stays saved with the brand.
STARTPick a brand in the Observatory →Open its page and choose Brand Fit. A Pro service: how to get it.

The Growth Ideas

Ideas to grow the brand on one capacity, drawn from what named brands demonstrably do: three from its arena of related categories and three from beyond it, from brands that stand where it stands in their own category, even in entirely different worlds. The direct competitors, the arena alone or the beyond alone, on request. Built in about thirty seconds. Save them as PDF from the browser.

YOU CHOOSEThe capacityAttractiveness, Influence, Homogeneity or Connections – or let the engine pick the one where the brand has most to gain relative to its arena.
THE ENGINE READSThe arena and the beyondThe brand’s position in its category, by power and by each capacity; then the brands in the same position in the other categories of its arena, and the brands in the same position in other contexts, however different; plus the leaders on that capacity in each. Their full cards, with their evidence lines.
YOU GET · 1Six ideasThree from the arena, three from beyond it: each drawn from something a named brand demonstrably does, translated to this brand, with how it transfers.
YOU GET · 2Why this brandWhy the idea fits this brand’s configuration and evidence, and the one thing to protect while doing it.
ON RECORDEvery idea set savedWith the brand, the capacity, the competitors and leaders it was drawn from, and the snapshot date.
STARTPick a brand in the Observatory →Open its page and choose Growth Ideas. A Pro service: how to get it.

The SWOT

A SWOT computed from the indicators, not from opinions: the brand against its own market, its category and its direct competitors, with the environment read from sources and three moves to close. A credit service, the Brand Audit included. Built in one to two minutes. Save it as PDF from the browser.

YOU CHOOSEThe competitorsThe engine names the direct competitors it will compare the brand with; you remove any, or add others from the living dataset.
THE ENGINE READSThe category and the environmentEvery indicator against the category: level, median, place, change since the last snapshot. Then three searches on the category’s environment, regulation, consumers, technology, with the sources kept.
YOU GET · 1Four quadrants with numbersStrengths and weaknesses from the indicators; opportunities and threats from the movement of the category, the rivals, the empty spaces and the environment, each with its source.
YOU GET · 2Three movesStrength with opportunity, weakness with opportunity, strength against threat: each tied to named indicators.
ON RECORDEvery analysis savedWith the competitors it was built against, the category statistics, the sources, the snapshot date.
STARTPick a brand in the Observatory →Open its page and choose SWOT. Four credits, the Brand Audit included: how to get them.

The Analogies

Where the SWOT looks at the direct competitors, the Analogies look at the enlarged arena: the brands that stand where yours stands inside their own category, in other geographies and other sectors, with the global benchmarks of the category alongside. Built in about thirty seconds.

THE ENGINE READSPositions, not scoresThe percentile of the brand inside its category for power and for each capacity; then the brands of any category whose position inside theirs is the same. Direct competitors are left out.
YOU GET · 1Four twinsFor each: where the positions coincide and what that brand did from there, according to its own evidence.
YOU GET · 2The principle, appliedWhat it did, freed from its sector, becomes a principle; the principle applied to your brand, in your category, from your position. Never a move forced across.
STARTPick a brand in the Observatory →Open its page and choose Analogies. A Pro service: how to get it.

The full report

One document with the four readings: the Brand Audit, the SWOT, the Analogies and the Growth Ideas, each in its latest version, composed with a cover, running headers and page numbers, and saved as PDF. The parts not yet produced are produced there.

STARTPick a brand in the Observatory →Open its page and choose Full report. A Pro service: how to get it.

For companies

Everything a reader gets is free with the book. For a team that wants to work on its own brands, three formulas. Study credits, credits and Pro, explained →

PRO ACCESS

The Brand Audit, for one account or a team

Pro on your account, or on everyone who enters your team code in My Space, for three, six or twelve months. With study credits for the cards and credit packs to assess brands not yet in the living dataset.

BRAND WATCH · SUBSCRIPTION

Your brands, reassessed every month

Choose the brands to watch. Each month they are reassessed on fresh evidence and you receive the updated Brand Audit with what changed, capacity by capacity, and why. The subscription includes the team code and the credits for the watched brands.

WORKING SESSION

Half a day with the author

The framework applied to your brand with the tools open on the table: assess, benchmark, simulate, decide. In person or online, for a team of up to twelve; the Brand Audits are the starting material and the decisions are the output.

The Brand Audit, the Brand Fit, the Growth Ideas, the Analogies and the full report are switched on for an account or a team after purchase; the SWOT runs on credits. Prices on request, invoiced to the company: how to get it →

The measures behind the loop – Attractiveness, Influence, Homogeneity, Connections and the Eleatic Power – are defined in chapters 11 and 12 of the book.

About the book →