Where the brand blends in.
Preliminary review / [brand]
Compare with
[Competitor one] / [Competitor two] / [Competitor three]
- Person behind the product
- [Evidence / observation]
- Origin story
- [Evidence / observation]
- Recognition without the name
- [Evidence / observation]
- Homepage and product page
- [Evidence / observation]
- Voice
- [Evidence / observation]
- Packaging and unboxing
- [Evidence / not visible / not applicable]
- First use
- [Evidence / not visible]
- Repeat purchase
- [Evidence / not visible]
- A reason to buy now
- [Evidence / observation]
- Explanation of price
- [Evidence / observation]
Preliminary Idem Score
[Indistinguishable points] of [visible applicable points]. This is a diagnosis, not a revenue forecast. Record the evidence before assigning a score.