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There's one target and everybody's shooting at it...what if I just invent another target?

Brian Eno

How important is differentiation?

The Ehrenberg-Bass approach to marketing (as popularised by Byron Sharp's "How Brands Grow") argues that a differentiated proposition is far less important than distinctive brand assets, and they have the data to back it up (at least in some markets). Their focus is on being easily noticed and easy to buy, not on being meaningfully different.

So are we barking up the wrong tree with the customer-led approach that we advocate?

I'd argue that Sharp's work focuses too much on FMCG markets, categories where there is little true differentiation. If you can offer an experience that is genuinely different, and consistently meets the needs of your target customers better than anyone else, then that's far more powerful than having a memorable logo.

Distinctiveness helps people notice you; differentiation gives them a reason to choose you.

Thanks for reading,

Stephen

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