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BeDistinctive,Not
Different
Brandsunlockvaluable
creativitywhenthey
haveasystem.
Weusedhardscienceto
seehowthissystemcan
besuccessful.
Check out our blog post here.
We’llbebreakingdownthe
differencebetween
differentiationand
distinctiveness.
Whichofthetwounlocks
thepotentialfortrue
brandinnovation?
Let’sbegin.
DIFFERENTIATION
VS.
DISTINCTIVENESS
a brand’s ability to stand out so that buyers can easily identify it
(a brand looking like itself)
DIFFERENTIATION DISTINC...
DISTINCTIVENESS
MarketX
DIFFERENTIATION
MarketX
Shouldbrandsaimtobedifferentordistinctive?
Foryears,marketershave
beentoldtodifferentiate
themselves,lesttheirbrand
faceeternaldoom.
However,researchhasshown
thatbrandperceptionscores
actuallytendtobequitesimilar.
“Consumerssimplydon’tperceive
brandswithinacategoryasbeing
particularlydifferent.”
— Byron Sharp, How Brands Grow
Sowhatdoesthat
meanforbrands?
Brands shouldn’t pour
money into appearing
different, or creating a
category apart from their
competitors, as customers
do...
BE DISTINCTIVE
Distinctivenessisfarmorecritical
forbrands,astheyneedcustomersto
quicklynotice,recognize,andrecall
theirbrandoverothers.
Howcanabrandbedistinctive?
Distinctiveelementsshow
customerswhatbrand
somethingis.
DistinctiveBrandElements
COLORS TAGLINES
CELEBRITIES
LOGOS
SYMBOLS ADVERTISING STYLES
Theseelementsarecritical,as
theyplaytotheneuroscience
thathelpsconstructand
reinforcememories.
UNIQUENESS
AND
PREVALENCE
the majority of customers link your
brand to your brand element
UNIQUENESS PREVALENCE
Inestablishingbrandelements,brandssh...
Moreon
uniqueness
If a brand element is unique to
your brand, every time a customer
sees it, they can strengthen the
memor...
Uniqueness
Moreon
prevalence
Prevalence can’t be built
overnight, or with one single
instance. The element-to-brand
link, which signa...
Prevalence
Uniquenessandprevalence
togetherhelpestablish
branddistinctiveness.
Distinctivebrands,inturn,
arethoughtofmoreoften
andareabletoachieve
greatermarketshare.
Ultimately,then,such
positioningcanhelpbrands
growtheircustomerbases
inthelongrun.
THE WRAP-UP
Whathavewelearned?
1. Brands should aim to be distinctive, rather than different
Brands must establish distinct brand elem...
Whathavewelearned?
1. Brands should aim to be distinctive, rather than different
Brands must establish distinct brand elem...
Youcanreadthefullstoryonhowto
growyourbrandonthePercolateblog:
Be Distinctive, Not Different
Percolate is The System of Record for Marketing. 

Our technology helps the world's largest and fastest-growing
brands at ...
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DIFFERENTIATION VS. DISTINCTIVENESS Be Distinctive, Not Different

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DIFFERENTIATION
VS.
DISTINCTIVENESS

Published in: Marketing, Business
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