Zep Inc.
This is a positioning audit. It reads what Zep’s customers actually write, at the scale they write it, and asks whether the company says the same thing back to them.
The homepage is the instrument, not the subject. It is where a company’s idea of itself is stated most plainly, so it is the fastest way to see whether that idea matches the one customers already hold.
Where they disagree, the gap is rarely a writing problem. It is usually a decision that has not been made.
1,428 written customer reviews across 81 products, pulled from Zep’s own review platform. All 927 catalogue SKUs probed. The live site, captured 22 August 2026.
No quote is paraphrased. Every count is from the full population, not a sample. Every source is named where it is used.
The company in eight facts, and the three gaps that cost money.
What a first-time buyer meets, and what it tells them.
The concept you own in their minds, in their own words.
Six decisions about structure, systems and where money goes.
One sentence, what it costs to hold, and the test it has to pass.
What all of it looks like once it is said out loud.