Marty Neumeier's Brand Commitment Matrix and how it works - How Brands Are Built

Neumeier has written a lot about his concept of “Onlyness,” which he calls “by far the most powerful test of a strategic position.” To articulate a brand’s Onlyness, simply fill in the blanks in the statement “Our _____ is the only _____ that _____” with descriptions of the offering, category, and benefit, respectively. “Our burger patties are the only meat substitute that taste like real beef.” “Our accounting firm is the only personal financial services company that offers free bookkeeping.”