The idea comes out of Jenni Romaniuk's marketingscience.info work at Ehrenberg-Bass and it is measured rather than argued. Show category buyers the asset with the name removed (the shape of the bottle, the two notes, the colour, the animal) and record two numbers. Fame is how many name your brand. Uniqueness is how many name only your brand. Plot the two and you get a grid that tells you, without a debate, which parts of your identity are load-bearing and which are decoration you are paying to keep consistent.
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