Downloaded 739 times
Uploaded byPercolate
Be Distinctive, Not Different
The document discusses the importance of brand distinctiveness over differentiation, arguing that customers are more inclined to recognize and recall distinctive brands rather than those that attempt to appear different. It emphasizes that brands should develop unique elements such as colors, logos, and taglines to strengthen memory recall and market presence over time. Ultimately, establishing distinctiveness is crucial for long-term customer engagement and growth.
More Related Content
Similar to Be Distinctive, Not Different
![[Induction] sessao 8 brand](https://cdn.slidesharecdn.com/ss_thumbnails/inductionsessao8-brand-110923202053-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Be Distinctive, Not Different
- 1.
- 2.
- 3.
- 4.
- 5.
- 6.
- 7.
- 8. a brand’s abilityto 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)
- 9.
- 10.
- 11.
- 12.
- 13.
- 14.
- 15. Brands shouldn’t pour moneyinto appearing different, or creating a category apart from their competitors, as customers don’t need to see differentiation to buy into a brand.
- 16.
- 17.
- 18.
- 19.
- 20.
- 21.
- 22.
- 23. the majority ofcustomers 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 brandelement 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.
- 26. Moreon prevalence Prevalence can’t bebuilt 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.
- 28.
- 29.
- 30.
- 31.
- 32. Whathavewelearned? 1. Brands shouldaim to be distinctive, rather than different Brands must establish distinct brand elements in order to win in the marketplace.
- 33. Whathavewelearned? 1. Brands shouldaim 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.
- 34.
- 35. Percolate is TheSystem 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 [email protected] 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.