Benefit architecture
Benefit Overlap Matrix
Every cell counts the propositions that claim both territories, and the grid is mirrored so a pair reads the same in either direction. White is literal white space — an unbuilt combination. The darker the green, the more crowded and fused the territory pair already is. The outlined diagonal counts pure specialists that claim that territory and nothing else.
Territories active
14
Distinct benefit claims
Pure specialists
82
12% claim one territory only
Co-claim pairs in use
81
of 91 possible
Hottest pairing
154
Cavity + Fresh Breath
Pairwise co-claim intensity
White = white space. Click a cell to filter the platform to that benefit pairing
White space by brand
The same overlap read for the six largest portfolios — white cells are territory pairs the brand has not built
Benefit landscape — brands in 3D
One extruded bar per brand and benefit territory; bar height is the number of propositions and empty floor is white space. Hover to highlight a brand row and benefit column.
Strongest benefit fusions
Pairs that travel together most often
Specialist strength
Propositions that own one territory alone
Most repeated claim stacks
Exact benefit combinations, as sold