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Visualising Brand Positioning.

by Danish Chan

I’m embarrassed to say that I think I’ve been reading correspondence brand maps wrong for most of my career.

According to Tim Bock, founder of DisplayR, this is how you read a traditional brand map:

Drawing a line from the brand of interest to the origin.
Drawing a line from the attribute of interest to the origin.
Calculating the angle of the line.
Computing the cosine of the angle.
Measuring the distance of the first line.
Measuring the distance of the second line.
Multiplying together the cosine of the angle with the two distances.

I stopped at the mention of cosine.

Instead they recommend Moonplots.

This is much more intuitive.

The closer to the middle, the less differentiated it is.
The closer to an attribute, the strong the association
And the larger the font of the attribute, the more important the attribute is to the brand landscape.

Anything that makes data more intuitive is a win.

So check out more on Moonplots and the original DisplayR article here.

Have a question for Danish?

Untangld Appoints Amanda Quested As Managing Director

Strategy for the Real World: Amanda Quested and the Art of Untangling Growth

image of a red suitcase covered in travel stickers

In the age of AI-enabled travel, the smartest brands embrace the thrill of getting lost

2026: Capital as Craft

Stephen Fry as Oscar Wilde, still from movie

2026: The new rules of understanding customers

Person in the wilderness staring at their phone

2026: The Great Unplugging

human hands on a typewriter beside a robot hand on a type writer

2026: The Co-Bot Era

a woman seated in stillness surrounded by blurred phone notifications and glowing screens in motion

2026: From Capturing Attention to Deserving It

image of woman's face with difference pieces from difference faces, scrapbooked face

2026: The Age of Emotional Infrastructure

Salesforce.Shaping buyer engagement around Agentic AI

Woman on stairs (that represent balance) juggling life and work

Progress Isn’t Scale. It’s Sanity.

Wholesome Market.A Whole New Way to Do Some Good

Sushi Sushi.How an embedded customer strategy supercharged growth.

Democracy void article image

The democracy void: why brands must step into the leadership gap

Making it magic: How can luxury brands respond to a sales crisis?

Jamal, Danish with Untangld's Kamui Whiskey clients outside distillery

Kamui Whisky and the Journey to Rishiri

City & Guilds.Cracking the global expansion code.

loyalty illusion

The Loyalty Illusion.

We are too messy for AI

Untangld wins Marketing Society Award for Stand+

QuiteLike.More ways to win dinner.

Amy Gilmore Named Strategy Partner at Untangld

Untangld scores two finalists at the 2025 Global Agency Awards for Small Agency of the Year & B2B Agency of the Year

Saintly.How we turned clean butts into a category of one.

examples of prototypes that Untangld have done

Get faster strategy buy-in with strategic prototyping

Design First, Dev Later? Consider these 5 factors

Optimising Elephant Paths Online

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When one bad experience is enough

Illustration of two sets of glasses with moustache

Want to fix your CX? Become a problem hunter.

VLSB+C.
From Regulators to Champions of Service

Grow more lemons

White paper: The CX Revolution: It’s Your Move

CX tips to consider before investing in an AI agent

Sweet Suspicion - Waitrose 2024

Sweet Suspicion: Waitrose’s Whodunnit Christmas Ad – A Deliciously Entertaining Twist

M&S Christmas 2024

Kevin, the Fairy, and Festive Favourites: Why Christmas Classics Always Win!

Myer - Irwin Christmas 2024

Wildlife Wonders: Myer’s Christmas Windows Bring Australia Zoo to Life!

John Lewis Christmas 2024

The Gifting Hour – A Festive Reminder of What Truly Matters

Virgin Media O2

No Signal? No Problem: Virgin Media O2’s Real Christmas Miracle

World Of Our Own - Shelter Scotland 2024

A World of Their Own: A Christmas Ad That Hits Home

Norwegian Postal Service - Christmas Campaign 2024

Merry and Bright: 2024’s Top Christmas Campaigns That SLAY!

New Christmas Traditions

It’s Never Just a Gift

The world doesn’t need more robots.

STAND+ Footwear.Rewriting the rules of performance footwear.

Flaus wins Bronze in branding.

Untangld wins Small Agency of the Year at global awards.

Untangld Co-Founder, Danish Chan named executive juror for the Australian Effies 2024.

SIXGUN.The digital agency that built trust in a business full of buzzwords.

Let the Games begin: Fashion and Sponsorship at the 2024 Paris Olympics

A new era of creativity in luxury

X15’s new brand is featured on The EditUntangld, in collaboration with copywriter Cat Wall and Universal Favourite have unveiled their rebrand for x15ventures, an Australian venture scaler powered by CommBank.

eFIBA.The future of Basketball is here.

Keeping the Human Touch in Digital Experiences

Local, one of our favourite clients, closes $650m fund.

Local.Un-breaking the rental market for good

The Mob Wife Aesthetic

Go woke, go broke?

Your Brain on Awe

Santa’s Ledger: Balancing Christmas Greed with Goodwill

In Good Hands

Just Because You Can Doesn’t Mean You Should

Expert Advice on Christmas Campaigns from People That Aren’t Us

The Untangld website wins for design at AGDA

Unwrapping Spotify’s Wrapped

Merry Christmas To Me

AusPost delivering Christmas for Australia

Reinventing High Fashion Holidays

The Science Behind the Silly Season

How Ikea broke the traditional Christmas narrative

A Look at Apple’s ‘Fuzzy Feelings’

Nothing says Christmas like backyard cricket

How the bullet train romanced Christmas

A very Pleasing brand strategy

Untangld opens London office with two new founding partners

Underdog heroes: How Gymshark and GameStop harnessed Community

SXSW – Digital Identities, where to from here?

SXSW – Is Science Fiction becoming Science Fact in Healthcare?

SXSW / The mandate of design thinking

SXSW / Straight or great.

SXSW / The world wants our eshays

SXSW / We are too messy for AI

SXSW / The Future of Love

You Can’t Ask That

Research Minimalism

Is it time to raise your competitor review game?

What do peas and product design have in common?

Create a world for your brand.

When consistency and novelty go dancing.

Three ways into delicate interviews

Danish Chan named executive juror for the Australian Effies 2023.Regarded as the most prestigious awards in the Australian marketing communications industry and the true test of marketing excellence.

More Than I Bargained For.

Finding your perfect agency partner

x15.A fintech rebrand made to scale.

Embracing Human Strengths, while Respecting Human Limits.

“Social media is for strangers now”.

All of us are only one event away from invisibility.

Unlike Nike.

The Very Considered Pharrell Williams.

Bodyform does it again.

Budget Direct.Finding the magic in “Insurance Solved”.

Anatomy of a trend.

The arc of invisibility.

Assume your brand is not Apple.

…Is there a framework for that?

“Othering” has become weaponised in culture.

The way Australia treats renters is undignified and shameful.

The words on the page.

The Goblin Consumer: Opportunities in the subterranean market.

Draw Ketchup is brilliant!

Prime Video.From retailer to entertainer.

ADC Annual Awards ShortlistUF + The Other Art Fair and Flaus have been shortlisted at the 102nd ADC Annual Awards.

Strategy in the face of challenging times.

Paying mental rent.

Cada.Tapping into youth culture to create a new kind of entertainment brand.

Cannes Contenders:Work to Watch from by The Network Agencies

The & Of Jony Ive.

FlausWe are super excited to announced that Flaus is one of Fast Company’s World Changing Ideas for 2023.

Cultivating competitive advantage through subtraction.

Proudly Second Best.

MUMBRELLA. Half Dome repositions via Untangld.With By All Means, Untangld helps reposition Australia's hottest media agency.

Centre for Multicultural Youth.Finding our voice so others can use theirs.

Untangld makes SMART COMPANY’S Smart50 Workplaces 2023Smart50 Workplaces recognises 50 Australian businesses with exceptional hiring and retention strategies.

Ocean Blue.Australia's favourite fancy fish.

Juries named – Awards for Effectiveness 2023Untangld's Danish is on the jury for the 2023 WARC Effectiveness award in association with LIONS.

Reverence & Resurrection.

Australia’s 50 fastest-growing start-upsUntangld is recognised by the The Australian Financial Review as one of Australia’s 50 fastest-growing start-ups.

Moro.Oil as interesting as you.

CAMPAIGN BRIEF. Untangld/Pangea goes BIG BIG4 Holiday Parks has appoints Untangld, and Pangea.

Nandos.From chicken to challenger.

A service is not free, if people pay in friction.

Flaus.The world's first eco-friendly, universally accessible, electric flosser.

The Other Art Fair.Reframing a revolutionary art brand.

Carlsberg.Uncovering the next big thing.

Maxibon.Turning tension into a mateship.

IKU.An activist brand that changes the world through ready meals.

Julian Cole and Untangld launch scholarshipsUntangld offers 10 scholarships to Strategy Finishing School to help strategists scale their careers.

Untangld listed with the big hitters in agency world.R3's Global Agency Family Tree is a snapshot of the world's marketing agency ecosystem.

Wholesome Market.Making the health aisle at the local supermarket obsolete.

Five Questions To Boost Growth.

Urban Climb.Scaling a cult brand.

CorePlus.Helping a yoga and pilates franchise grow beyond its superfans.

MUMBRELLA. Untangld welcomes EdwinaUntangld appoints Edwina Olver to research & product partner

Bad strategy is easy to buy.

WorkSafe.The most important word in the workplace.

START UP DAILY – CMOs and 2022Danish Chan - 5 key issues CMOs will be thinking about in 2022

Don’t Work From Hell.

ProVision.Taking on SpecSavers with purpose.

Shift.Redefining business finance.

Your customer is changing, are you?

Future Friendly.The future isn't something you wait for.

How to brand in the face of Coronavirus (and other crises).

Remember, most strategies are forgettable.

Vida Glow.Scaling a luxury beauty brand to take over the world.

A-Champs.Playing the game at the next level.

Brand and advertising figures create strategy shop UntangldBrand and advertising figures Danish Chan, James Needham, Jamal Cassim and Matt Rose have launched a new type of strategy consultancy, Untangld.

Tropic Labs.A loved tanning brand trapped by summer.

It’s marketing science, stupid.

Workshops are therapy.

Punk rock your brand.

Lessons from a terrible bike.

Danish Chan

→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.