Be distinctive

Differentiation doesn’t exist.

When it’s played (or typically overplayed) in a commercial, it’s immediately dismissed as overreaching or straight out lying.

Distinctiveness is a brand’s ability to stand out so that buyers can easily identify it. Simply put, it’s a brand looking (and sounding) like its truest self.

Why? Because the more distinctive the brand, the easier it is for people to quickly notice, recognize and recall it over others.

How? Through constant contextualizing of unique brand assets. Purpose. Voice. Tagline. Style. Logo. Color. Symbol. Shape. Icon. Sound. Touch. Taste.

Prevalence built through consistency over time. Uniqueness and prevalence together establish brand distinctiveness.

Distinctive brands achieve greater market share and customer growth.

To the victor, the spoils.

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