Graphically the model is quite simple, but it can raise some surprisingly complex issues! So here goes…

As you can see, the model looks at what is 'known to self' and 'unknown to self'. It also looks at what is 'known to others' and 'unknown to others'. Each of the combinations raises a different brand management challenge.

Communicate (or eradicate): If something about your brand is known 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 actions 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 discovery requires more imaginative approaches to developing your brand. (For ideas, take a look at our Creative Thinking Index.)

Ask yourself:

(And if you keep thinking about each quadrant of the Johari Window, your current brand, and your desired brand, you'll soon start to discover more challenges!)