Thesi and Nota

We are tribal creatures and our personalities only matter when in juxtaposition to others. Understanding is a two-part strategy. Comprised of Thesi, meaning place, and Nota meaning to notice. Thesi is a positioning strategy. Nota is customer insight.

Positioning

Thesi (meaning place) is a positioning strategy. It is the 4th card. Created by carefully analyzing the triad of the brand against its competitors. To position a brand effectively you need to know the competition. You can analyze a brand and discover its triad. To position a brand we need to know the triads of the competitors.

Find your place.

More playful and unconventional

More committed to social change and community

More defiant and authentic

More forward-thinking and adaptive

More unconventional and innovative

More innovative and visually distinct

More intimate and emotionally connected

More specialized and customer-focused

More purpose-driven and dedicated

More deeply rooted in and connected to the local community

Tessellate

Each of these strategies are attached to archetypes. Because everything is. Does your brand need the Moon. So we add the the Rebel for its unconventional nature or the Magician for its innovation. This is how we tessellate. This gives the brand their 4th card.

While Thesi is the fourth card. Nota has four cards. Nota (to notice) Nota focuses on a comprehensive understanding of the customer.

Customer Insight

Four Cards

Including:

Human Insight

Emotional Insight

Functional Insight

Functional Benefit