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01 June 2021
How market research can help brands be different, and distinctive
Brand identity & imageBrand managementManaging research projects
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.