Distinctive Assets Law
Assets matter more than brand personality.
Listen, your unique selling proposition is a hallucination. While you're busy polishing a benefit that 14 other competitors also claim, your customers are walking past your product because they don't recognize your face. Stop trying to be different and start trying to be recognizable. If I can't spot your brand from thirty feet away while squinting, you don't have a strategy; you have a prayer. Distinctive assets are the only thing standing between your budget and the void of consumer indifference. It’s time to stop persuading and start being seen.
DISTINCTIVE ASSETS LAW
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Key Takeaways
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Consequences Of Applying The Law
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Genesis & Scientific Origin
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The Mechanism: How & Why It Works
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Real-World Example:
Major Global Brand
Situation
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Result
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Strategic Implementation Guide
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Frequently Asked Questions
Can a brand have too many distinctive assets?
to see the answer
Is distinctiveness the same as being different?
to see the answer
Does this law apply to B2B brands?
to see the answer
What happens if we need to rebrand?
to see the answer
How long does it take to build a powerhouse asset?
to see the answer
Sources & Further Reading
Related Marketing Laws
The Law Of Mental Availability
Brands grow by being easily thought of in buying situations.
The Law Of Physical Availability
Brands must be easy to buy wherever and whenever people want them.
The Law Of Memory Building
Advertising works by building memory structures, not changing minds.
The Law Of Fluency
Easy-to-process messages outperform complex, rational arguments.