When conducting a brand audit, the simplest models often work the best - BCG’s Growth-Share matrix, a SWOT analysis, an organizational chart. These models work because they distill tons of information, identify what’s important and are easy to grasp.
Our favorite model for identifying brand strengths and weaknesses – the 3-Circle Model – is stunningly simple, too. It involves just three overlapping circles representing the brand, customers and competitors. Mapping the intersections of customer desires, brand capabilities and competitive strengths allows strategists to classify and prioritize different types of ‘value’.