Pro services

Three formulas for companies.

Everything a reader gets is free with the book: assessments, the Observatory, the simulator, the brand cards. The Brand Audit, the Brand Fit and the Growth Ideas are Pro services for companies and teams that work on their own brands. They are switched on for your account after purchase.

What the Brand Audit is

From any unlocked brand card, a document in five sections built on the brand’s dated snapshot: the numbers, the evidence behind them, the position in the arena, the trajectory, and where to act. Saved as PDF from the browser and dated.

SECTION 1The snapshotEleatic Power, the four capacities against the median of the arena, the profile, the radar.
SECTION 2The evidenceTwelve indicators scored 0–7, each with its sourced evidence line and the channels it rests on.
SECTION 3The arenaRank, percentile, the brands just above and below, where the gap is; the history of snapshots.
SECTION 4Profile and trajectoryThe closest archetype and sixty simulated periods against a balanced brand.
SECTION 5The leverWhere to act, what it means for the brand, what to protect while acting, what to watch.

What the Brand Fit is

You describe an activity you are planning – a launch, a partnership, a campaign, a new format, an extension, a change of identity – and it is evaluated against the brand as it is today: where it impacts among the four capacities, what it shifts in the strategy, under what conditions it works, and whether it is indicated now.

What the SWOT is

A SWOT computed from the twelve indicators, not from opinions: the brand against its own market, its category and its direct competitors, which you can confirm or change before it runs. Strengths and weaknesses carry the level, the category median and the place; opportunities and threats come from the movement of the category, the rivals, the empty spaces and a reading of the category’s environment with its sources; three moves close the analysis. A credit service, four credits, with the Brand Audit of the brand included. Save it as PDF.

What the Growth Ideas are

Ideas to grow the brand on one capacity – the one you choose, or the one where the brand has most to gain relative to its arena. By default six ideas: three from its arena of related categories and three from beyond it, from the brands that stand where it stands in their own category, even in entirely different worlds, the analogies that make one think; on request, only the direct competitors, only the arena or only the beyond. Each idea is drawn from what a named brand demonstrably does, according to its own evidence, and translated to the brand’s situation: what to do, why it fits this brand, what to protect while doing it.

What the Analogies are

Where the SWOT compares your brand with its direct competitors, the Analogies look at the enlarged competitive arena: the brands that stand where yours stands inside their own category, by power and by each of the four capacities, in other geographies and contexts, in your category or in others, with the global benchmarks of the category alongside. They are not competitors and not models to copy. For each twin, the note says where the positions coincide, what that brand did from there according to its own evidence, the principle behind it once freed from its sector, and what that principle means applied to your brand. A way of learning from brands you would never have looked at.

The full report

One document with 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.

Your arena on the Strategy Map

In the Observatory the Strategy Map can be drawn on the brands you choose, up to twelve: your brand and the competitors that matter to you, whatever their category. Medians, quadrants and labels are computed on that set alone, and the arena can be shared with your team through a link.

The three formulas

PRO ACCESS

The Brand Audit, for one account or a team

Pro is switched on for your account, or for everyone who enters your team code in My Space, for the period you choose. Every full card in the living dataset is open, with its Brand Audit.

  • Every full card open, no credits needed
  • Brand Audit on every brand
  • Brand Fit evaluations, per activity or in packs
  • Growth Ideas, per idea set or in packs
  • Analogies, per note or in packs
  • The full report: Brand Audit, SWOT, Analogies and Growth Ideas in one PDF
  • Credit packs to assess brands not yet in the living dataset (a brand and its competitors, or a whole category)

Three, six or twelve months.

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.

  • Everything in Pro access, for the whole team
  • Monthly reassessment of the watched brands, with priority
  • The updated Brand Audit each month, with the changes since the previous snapshot
  • A monthly allowance of Brand Fit evaluations and Growth Ideas

Monthly, per watched brand; yearly with a discount.

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 of your brand and its arena, prepared before the session
  • Half a day of work on the lever and on the fit of the activities you bring
  • Pro access for the team for three months afterwards

One session; follow-ups on request.

How to get it

1 · WRITETell us what you needAn email to [email protected] with the company, the brands you have in mind, the formula, and how many people will use it.
2 · QUOTEReceive the quoteWithin a working day, a quote invoiced to the company.
3 · ACTIVATEPro on your accountOnce paid, Pro is switched on for the email of your account, or for your team code, until the agreed date.
4 · USEOpen a Brand Audit, a Brand Fit or the Growth IdeasOpen any brand in the Observatory and choose Brand Audit, Brand Fit or Growth Ideas on its page. With Brand Watch, the updated audit arrives every month.

Prices on request, invoiced to the company. Classes and research groups have their own conditions: write as well.

Write to [email protected] → Back to the Observatory