It is more effective for a brand to be distinctive than different

If you ask the average Joe his thoughts on the words 'distinctive' and 'different', they'll tell you they have the same meaning and are simply synonyms. In the world of marketing, however, and specifically in the context of brands, we realise upon taking a closer look that it's not just semantics. Though the two terms may cause confusion and have been heavily debated in the industry (and still are), there is more and more data pointing to the fact that in order to drive brand growth, it is indeed more effective to be distinctive than different. Take toilet paper for example - a very simple yet hot commodity this year: the difference between Andrex and store-branded toilet paper is close to nil. Some features may vary ever so slightly, but there is nothing unique that makes one significantly better than the other. The products are near identical and fundamentally serve the same purpose. However, Andrex is associated and famous for its adorable, iconic puppy, which evokes softness. The brand has consistently used this distinctive asset over the years to stand out against competitors amongst crowded shelves and draw customers in. This clear and instantly recognizable identity has helped make the perception in customers' mind that Andrex toilet paper is softer (and therefore better) than store-branded. Whether it be, via a logo, colour scheme or tag line, if a brand wants to be effective and facilitate purchases, it needs to pinpoint ownable and distinctive assets that jump out and catch customers attention.