The Johari Window is a thought provoking way of exploring your brand challenge. The Johari Window was first designed to help understand interpersonal communication and self awareness. It can also help us think about our brands and the challenges we face in managing them.

Communicate (or eradicate): If something abour your brand is know to yourself, but unknown to others, then you have a decision to make about whether to communicate (or eradicate). In making this decision you'll need to consider which action will get you closer to your desired brand.

Conventional Research: This will help reveal what you don't know about your brand. But it is only able to uncover what is known to others. This type of conventional research includes surveys, focus groups and interviews.

Creative Discovery: This can reveal what nobody knows about your brand: the 'hidden potential' that conventional research can never reach. Creative discover requires more imaginative approaches to developing your brand.

When we understand these factors of our brand, we will be facing new challenges thus unlocking its potential.