Brand Strategy as Coordinate Mapping\n\nMany organizations begin the branding process backwards: they choose a logo mark or custom typeface before knowing where they fit in the market. True strategy is a process of coordinate mapping.\n\n### Identifying White Space\n\nCompetitive coordinate mapping involves plotting competitors along two key axes (e.g., Traditional vs. Radical, Utility vs. Prestige). This exercise reveals the gaps where competitors are silent.\n\n### Defining the Brand Anchor\n\nOnce the white space is identified, the brand must define its core anchor: the one thing it does that no other brand can claim. This anchor becomes the filter through which all future design, copy, and campaigns must pass.