Read More
View Website

We use cookies to make sure you have the best experience on our website. Fear not, we don’t sell your data to third parties.


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:

  1. Drawing a line from the brand of interest to the origin.
  2. Drawing a line from the attribute of interest to the origin.
  3. Calculating the angle of the line.
  4. Computing the cosine of the angle.
  5. Measuring the distance of the first line.
  6. Measuring the distance of the second line.
  7. 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. 

  1. The closer to the middle, the less differentiated it is.
  2. The closer to an attribute, the strong the association
  3. 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?

Get in touch
Get in touch

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.

Read Danish
Read Danish