WARC Talks: Differentiation and distinctiveness

In this episode of the WARC Podcast, WARC’s David Tiltman is joined by Jenni Romaniuk and Koen Pauwels to discuss differentiation and distinctiveness, asking how these two ideas... differ, and if this difference matters.

• David and his guests establish definitions for both terms, ask how they can be measured and give examples of truly distinctive brands.

Listen to the episode in full here

Timestamps

01:48 – Why is understanding this difference important?

04:18 – Defining differentiation.

08:54 – Measuring differentiation.

15:39 – The case against differentiation.

34:11 – Defining distinctiveness.

39:05 – Examples of distinctive brands.

42:38 – How should marketers be approaching differentiation and distinctiveness?

Further reading

What we know about differentiation and salience

Is distinctiveness more important than differentiation?