Be Distinctive, Not Different
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We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
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Be Distinctive, Not Different
- 3. Weusedhardscienceto seehowthissystemcan besuccessful. Check out our blog post here.
- 6. Let’sbegin.
- 8. a brand’s ability to stand out so that buyers can easily identify it (a brand looking like itself) DIFFERENTIATION DISTINCTIVENESS Whatisbranddifferentiationandbranddistinctiveness? there is a different perceived meaning behind every brand (the “reason to buy” for the consumer)
- 13. “Consumerssimplydon’tperceive brandswithinacategoryasbeing particularlydifferent.” — Byron Sharp, How Brands Grow
- 15. Brands shouldn’t pour money into appearing different, or creating a category apart from their competitors, as customers don’t need to see differentiation to buy into a brand.
- 16. BE DISTINCTIVE
- 23. the majority of customers link your brand to your brand element UNIQUENESS PREVALENCE Inestablishingbrandelements,brandsshouldaimfor: customers don’t associate a brand’s assets with those of a competitor
- 24. Moreon uniqueness If a brand element is unique to your brand, every time a customer sees it, they can strengthen the memory structure linking that element to your brand, increasing likelihood of buying in the future. Uniqueness simply makes your brand more identifiable.
- 25. Uniqueness
- 26. Moreon prevalence Prevalence can’t be built overnight, or with one single instance. The element-to-brand link, which signals a brand to a consumer, is built through consistency over time.
- 27. Prevalence
- 31. THE WRAP-UP
- 32. Whathavewelearned? 1. Brands should aim to be distinctive, rather than different Brands must establish distinct brand elements in order to win in the marketplace.
- 33. Whathavewelearned? 1. Brands should aim to be distinctive, rather than different Brands must establish distinct brand elements in order to win in the marketplace. 2. Uniqueness and prevalence help establish distinctiveness Brands must consistently and relentlessly uphold those brand elements over time, in order to create a retrievable impression in consumer’s memory.
- 35. Percolate is The System of Record for Marketing. Our technology helps the world's largest and fastest-growing brands at every step of the marketing process. Want to learn more? Contact learn@percolate.com for more information or request a demo today at percolate.com/request-demo Kat Gebert Kat Gebert is on the Product Marketing team at Percolate.