The opportunity to tailor a new brand to succeed in competitive markets is perhaps the single most important opportunity that a nascent brand will face at launch. Getting it right, and building a relevant and differentiated proposition is essential to creating the conditions for early success and establishing the foundations for strong, sustained brand growth…
What’s the difference between brand ‘differentiation’ and ‘distinctiveness’? And does it really matter?
For decades differentiation has been the touchtone of brand positioning. Together with relevance, the two attributes have traditionally formed the cross-hairs of successful brand positioning and communications. More recently, distinctiveness has been referenced by an increasing number of strategists as an important attribute. As a result, it is argued, the former pre-eminence of differentiation has…