The Unclaimed Space™ is where expertise brands get chosen, not just considered
Awareness, lead gen, shortlisting – chances are, they aren't the real issue.
It's what happens next.
Because most expertise brands don't miss out because no one's heard of them. They lose because they end up being misunderstood and misremembered along the way.
The Unclaimed Space™ is designed to help avoid that fate: a five-step process for moving into a territory only your brand can claim, guided by a set of principles for the journey.
Our 9 commitments
Expertise brands that successfully claim the unclaimed space have done so off the back of these 9 commitments...
1) Chose a path
Instead of trying to be all things to all people
2) Question your relevance
Instead of assuming customers want what they offer
3) Push for clarity
Instead of hiding behind vagaries and ‘sectorspeak’
4) Dare to be different
Instead of following the over-troden paths of their peers
5) Tell an untold story
Instead of retelling the same old tale of the sector
6) Lead with an ownable idea
Instead of spreading and diluting the main message
7) Take contestable positions
Instead of playing it safe and keeping it obvious
8) Become generous experts
Instead of offering low-value, salesy thought leadership
9) Play the long game
Instead of chopping and changing direction
The impact of these 9 commitments? A brand that gets remembered – not just noticed; a brand that gets chosen – not just considered.
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