Decoding Dimensions

STEP ONE 

Based on the reading Marketing Aesthetics, graph the positioning of your organization based on dimensions of style. These dimensions of style are generated through actual expressions. 

Make graphs that position the company and its competitors in a continuum according to their stylistic gestures: If you are starting with an issue or niche audience then graph the organizations/issues/business that make up that landscape or area of interest.

• complexity (minimal vs. ornamental) 

• representation (real vs. abstract) 

• perceived movement (dynamic vs. static) 

• potency (loud/strong vs. strong/weak) 

Graph each pair of stylistic attributes on a single axis continuum.

 

On the graph include your organization and 5 to 10 competitors. Graph the CURRENT expressions as the organization is today, not what you want it to be in the future. 

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STEP TWO 

Graph the positioning of your organization based on perceptions that are created by formal elements, styles and themes. These impressions are based on integrations, inferences and attitudes. 

Make graphs that position the company and its competitors in a continuum according to their representations: 

• time (traditional, contemporary, futuristic) 

• time movement (retro vs. avant-gard) 

• space (east vs. west) 

• technology (high–tech vs. handmade) 

• authenticity (original vs. imitative) 

• sophistication (cheap vs. luxurious) 

• scale (global vs. regional) 

Graph each pair of representations on a single axis continuum. 

On the graph include your organization and 5 to 10 competitors.

 

Graph the CURRENT perceptions as the organization is today, not what you want it to be in the future. 

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STEP THREE 

Based on the TORO reading, “Is The Hulk Gay?,” graph any two representations of your organization. 

Make a graph that positions the organization and its competitors using both the x and y axis. Choose any two of the following representations or make up your own impressions that are based on integrations, inferences and attitudes that are appropriate to your organization.

 

• time (traditional, contemporary, futuristic) 

• time movement (retro vs. avant-gard) 

• space (east vs. west) 

• technology (high–tech vs. handmade) 

• authenticity (original vs. imitative) 

• sophistication (cheap vs. luxurious) 

• scale (global vs. regional) 

On the graph include your organization and as many competitors as relevant. Graph the CURRENT perceptions as the organization is today, not what you want it to be in the future. 

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STEP FOUR 

Determine the Brand Mind Space of your organization as described in the reading 4-D Branding: 

• Functional Dimension 

• Mental Dimension 

• Spiritual Dimension 

• Social Dimension 

Set up your descriptions using the same 4-D model diagram as used in the book. determine the CURRENT dimensions as the organization is today, not what you want it to be in the future. 

Write a statement in the first person for each dimension. use the Virgin airlines example on page 58 of the 4-D branding book. 

Consider that even if your organization has a problem, all of the dimensions may not be “wrong.” is the problem isolated in one or several dimensions?

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