Growth tracks clarity of feeling
StatBrand & Creativity
Growth tracks with clarity of feeling: brands that own one clear feeling grew fastest in 2025. Rolex/Sophistication 4%, Hermes/Distinction 9%, LEGO/Ingenuity 12%, lululemon/Self-betterment 22%, Liquid Death/Rebellion 40%, TikTok/Creativity 43%, Strava/Connection 50%, Oura/Knowledge 100%, OpenAI/Possibility 128%.
Source
Be Distinctive Everywhere: The Experience Edition 2026 - Jones Knowles Ritchie x Kantar (2026)
Jones Knowles Ritchie (JKR) x Kantar
p. 52; individual company reported revenue growth 2025 and public data
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StatWhere brand equity is actually builtStatImproving customer experience makes a brand 2.5x more likely to significantly grow market shareStatDistinctiveness, experience and product factors drive 62% of what makes a brand different - communication only 20%StatMeaningful Difference accounts for 94% of a brand's pricing powerStatA shared belief gives brands 9x higher volume share, 2x higher price paid, and 4x greater odds of growing value shareStatAffinity nearly doubles repeat purchaseStatConsistency compounds into growthStatThe most distinctive brands more than doubled the growthStatOwn product experience and word of mouth score highest on brand impact; print ads, OOH, online ads and sponsorship score lowestPrincipleBrand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrincipleThe distinctiveness test for any brand experience: could a competitor have offered this same experience?PrincipleThe Distinctive Experience Cycle: a shared belief drives Expression, Participation, Experience and Validation in a loop