There has been a decade long debate in the marketing industry between the advocates of distinctiveness versus differentiation. But it doesn’t have to be a case of one or the other; strong brands need both, argues Phil Sutcliffe, founder of triple I, a London-based research & consultancy firm.

Why it matters

Difference and distinctiveness play complementary roles but achieving both isn’t easy. Good market research will identify opportunities for relevant difference.

Key takeaways