Understand the essence of who you are
Distinctiveness isn’t just about projecting an image. It’s about defining and then delivering your true self. Creating a unifying, central idea for your brand, that drives how your brand behaves, how it shows up and how your audience experiences it.
The whole is greater than the sum of its parts
Your core brand assets will no doubt be your hardest working, as this report bears out. But it’s in the combination and orchestration of all brand elements and experiences.
Be Distinctive. Everywhere.
“There used to be 3 news channels. Now there are millions of blogs. The grocery store used to have 5 types of toothpaste. Now Amazon stocks 87,268.” New channels, challengers, buying behaviours and pressures. The big question is this: is your brand built for it?
In short, distinctiveness is a powerful thing to harness.