In recent years, there has been a growing debate in branding and marketing over differentiations vs distinctiveness and the impact they have on customers and how they choose their brands.
And this debate isn’t between just anyone with an opinion. These are legends in the world of marketing and branding and opinions span two extremes.
On one extreme you have those who believe the customers only buy from your brand because of your brand ideals.
On the other extreme, you have those who believe that customers only buy based on physical availability and how unique they look compared to the rest.
In this article, I want to look at these opinions, break down these extremes and look at what this means in the real world for everyday brand builders.