Positioning vs Differentiation vs Distinctiveness (Brand Strategy Debate)
Learn how positioning vs differentiation vs distinctiveness differ and which approach you should use in your brand strategy.
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By the end of this video, you’ll understand the difference between positioning vs differentiation vs distinctiveness and how to use these techniques in your own strategy process.
First, we’ll discuss how some of the most decorated and well renowned marketing minds have drastically differing opinions on the fundamentals of branding and marketing on why customers choose the brands they do.
Next we’ll discover what brand positioning is and how it became the cornerstone concept of marketing in the early 80’s through the ground-breaking book “Positioning: The Battle For Your Mind” by Al Reiss and Jack Trout.
Next we’ll look at the world of differentiation and what most professional branders and marketers believe as law. You’ll discover this theory from three perspectives, three authors and three books by Simon Sinek, Jim Stengel and Seth Godin.
Then you’ll learn what brand distinctiveness is and learn professor Byron Sharp’s perspective on How Brands Grow and why differentiation is not possible.
Finally, I’ll break down my own ideas and philosophy and how brand builders must use all tools at their disposal to connect.
0:00 Positioning vs Differentiation vs Distinctiveness (Brand Strategy Debate)
1:32 What Is Brand Positioning?
2:17 What Is Brand Differentiation?
3:07 Simon Sinek - Start With Why
3:40 Jim Stengel - Brand Ideals And Growth Are Inseparable
4:49 Seth Godin - Be Remarkable
5:35 What Is Brand Distinctiveness?
6:24 Byron Sharp - Brands Grow Because Of Availability
7:32 So Who's Right?
#brandpositioning #branddifferentiation #branddistinctiveness
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Пікірлер: 14
For me is value and continuous progress
Golden nuggets as always 👏
@BrandMasterAcademy
3 жыл бұрын
Much appreciated 🙏
Assuming distinctiveness is a matter of design and ather well understood already, we're left with the question which WHYs matter to whom. I have found two very enlightening sources for that: 1) Phil Barden's "Decoded" and 2) Margaret Mark & Susan Pearson's "The Hero and the Outlaw". They both break down the potential limitlessness of individual WHYs into a well-manageable number of basic morivations and archetypal stories respectively. Working with these books allows you to start with a template of a relatable story and towards a meaningful goal.
@BrandMasterAcademy
8 ай бұрын
Thanks for your insights 👍
Great content, recently found out your channel
@BrandMasterAcademy
Жыл бұрын
Glad you enjoy it!
I don't see any reasons why not to combine all of these ideas into one brand or a business: one that has a meaningful (to customers) purpose, is different and is distinctive (although I don't think that this relates only to the visuals). I think that it is a perfect combination for service businesses. The same goes with loyalty: it is great to have loyal customers, but as it was discovered by Sharp - it's not the key to growth. So doing everything to make customers as loyal as possible + constantly acquiring new ones seems like a logical step. I seriously don't see any reason why one would favor one of these ideas and discredit others.
@BrandMasterAcademy
Жыл бұрын
I tend to agree
only 2,006 views? are people insane
@BrandMasterAcademy
2 жыл бұрын
😀😀😀
Making out the message in this video is a little struggle for me. I don't think distinctiveness is about visuals or other brand collateral. Differentiation begets distinctiveness and many will argue they're the same. When a brand radically stands out, it becomes distinctive.
@BrandMasterAcademy
3 жыл бұрын
Byron Sharp in his book is arguing they are not the same and visual distinctiveness is key
@leap-research
3 жыл бұрын
IMHO, differentiation is needed when you just launch your brand. However, once you're in the market, you need to push for distinctiveness.