Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness?
In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial for getting into consumers' consideration sets. They also examine how category dynamics impact which strategy dominates and share real-world examples of brands that excel at either approach.
Topics covered:
- [01:00] Research from Rob Myerson on Byron Sharp's distinctiveness claims
- [03:00] The case for focusing on distinctiveness in marketing
- [06:00] Why differentiation gives brands resilience and pricing power
- [09:00] How category dynamics impact strategy importance
- [12:30] The role of distinctiveness in TV advertising effectiveness
- [19:00] Examples of brands excelling at distinctiveness vs differentiation
To learn more, visit
marketingarchitects.com/podcast or subscribe to our newsletter at
marketingarchitects.com/newsletter.
Resources:
2021 WARC Article: https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
