Distinctiveness versus differentiation

Distinctiveness and differentiation are two different answers to how a brand should set itself apart. Differentiation wants to be substantively different: a better attribute, a unique benefit buyers consciously choose. Distinctiveness wants to look recognisably different: ownable colours, shapes and codes that get the brand noticed and remembered quickly, regardless of substantive differences. The research behind the brand laws shows perceived differentiation between competing brands is usually small, while distinctiveness measurably contributes to growth. The productive synthesis: differentiate where you can genuinely deliver, but always invest in recognisability, because it works even without substantive difference.

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