Distinctiveness
DefinitionBrand & Creativity
Distinctiveness
Being instantly recognisable as yourself, regardless of whether you are different: the property distinctive assets exist to build. In the Ehrenberg-Bass account, brands compete on being easily noticed and remembered far more than on being unique - distinctiveness over differentiation.
Evidence from the library
Distinctiveness plus relative differentiation (double-D) is achievable; true uniqueness rarely is.PrincipleDistinctive brand assets are Clear, Consistent and CommunicativePrincipleThe distinctiveness test for any brand experience: could a competitor have offered this same experience?PrincipleDistinctive brand assets act as emotional bookmarks that help people find their way back to a feelingPrincipleDistinctive experiences are Effective, Unique and EmpatheticPrinciple
Source
Marketing Definitions
Byron Sharp, How Brands Grow (2010); Jenni Romaniuk on distinctive assets
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