Marketing lesson: The differentiation and distinctiveness debate

Discusses the differentiation and distinctiveness debate, arguing that differentiation may not be necessary to be successful.

Need to know

  • The view that brands must be differentiated to get bought is rarely challenged
  • Andrew Ehrenberg, Byron Sharp and others say the concept lacks empirical evidence. While effectiveness expert Peter Field found that differentiation turns out to be actually a relatively weak driver of success
  • According to Ehrenberg, differentiation happens within brands - not between brands
  • The debate between differentiation and distinctiveness matters - something differentiated and valued means people will pay more for it
  • But to build your brand on differentiation you need genuine difference. Ten times better. Not trivial differentiation
  • You can still win customers without...

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