Whilst the brand archetypes mentionned in my Performance, Pedigree and Persona page might be a good starting point, they do not necessarily allow to map the fine differences between competitors. This is why we will see how you can get a more accurate positioning of your brand based on style and pricing.
Around 2015, I took noticed of several charts of influence that were all inspired by Alfred Barr’s famous map of Cubism and Abstract Art influences, such as the a chart of Graffiti and Street Art, and the 2011 Master Chart of Fashion Influence by the Wall Street Journal:
I attempted to follow the sampe principles and map out more than 50 distinct watch brands across 4 major styles. Sign up on Patreon in order to view this content:
With that in mind, I tried moving those 4 major styles across a horizonal line and use the vertical line as an indicator of Price Segment (see page on Mastering Your Cost) to create a perceptual map of the industry. Sign up on Patreon in order to view this content:
The empty spots on those charts are the ones representing the best opportunities, so if you can identify your brand archetype (see Performance, Pedigree and Persona), style influence and perceptual positioning, it will give you a very clear idea of how to steer the Art direction of your brand identity.