Report points to what makes brands distinctive

A new study by the Distinctive BAT research agency highlights the key factors that drive distinctiveness in brands. Since the release of Byron Sharp’s How Brands Grow and the sequel Building Distinctive Brand Assets by Jenni Romaniuk, distinctiveness has become a central focus for marketers in their thinking, planning and action. Distinctiveness helps brands to be more mentally and physically available and to stand out at the point of purchase.

As a result, it has become a major consideration for most marketers and a key tenet of most organisations’ strategic thinking in relation to brand building. “We’ve tested thousands of distinctive brand assets (aka DBAs) across hundreds of brands in recent years, and there are several common factors that come to the fore for high-achieving brands,” Cathal Gillen, co-founder and head of strategy at Distinctive BAT told Marketing.ie.

Read the full article in Marketing.ie