THE
BORING
BRAND
DETECTOR

HOW IT WORKS

Thirty seconds. No mercy.

1. 1We read your homepage, your about page and your latest campaign language.
2. 2We hunt for clichés, check your logo, colours and layout, and stress-test your positioning.
3. 3You get a Boring Score, a breakdown of what's killing you and a prescription to fix it.

WHAT WE LOOK AT

• Ries & Trout · Positioning
• Sharp & Romaniuk · Distinctive assets
• Category Entry Points
• Kapferer · Identity Prism
• Aaker · Brand Personality
• Mark & Pearson · Archetypes
• Neumeier · Onlyness test
• Dunford · Obviously Awesome
• Binet & Field · Brand vs activation
• Keller · CBBE pyramid
• Sinek · Golden Circle
• Porter · Generic strategy
• Kahneman · System 1 fluency
• Paul Rand · Logo test
• Gestalt · Layout & placement
• Blue Ocean · ERRC grid
• The swap test
• The cliché bingo