The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

gory. As we identify these dimensions, we will pick two different

elements that truly define the category and that ultimately can

define how the brand fits within the category in context with the

other brands. Each axis represents that dimension in a range or a

spectrum. Call it from light to dark, from low to high, or from off

to on, depending on the dimension.

For example, in fashion one of the dimensions might be style.

For cookies one dimension might be sweetness. For cars one

dimension might be performance. Of course in any category, one

dimension can always be cost, if cost is a relative benchmark.

These examples are obviously not very specific, so the more spe-

cific we can make the dimensions for the category, then the more

definitive the perceptual ...