Be distinctive

In this crowded world in which consumers are being bombarded with sensory overload, the first job of advertising is to get seen.

Mike was – and is – right. Brands ‘need to be different to be noticed’. In such a competitive and fast-moving world, short-term tactics won’t easily build sustainable brands. It’s uniqueness that helps you to stand out.

However, being different in advertising isn’t good enough. Now you must be distinctive first. That’s the means by which brands can engender stronger loyalties, providing memorable triggers that more immediately connect with an audience.


Being different in advertising isn’t good enough. Now you must be distinctive first


Advances in science have given us a greater understanding of how the brain works. We now know that the initial response to advertising is unconscious sensing, recognition and emotion. The Ehrenberg-Bass Institute for Marketing Science has subsequently provided irrefutable evidence of this as a factor in driving growth.

So advertising must use distinctive assets – that unique sticky glue – to trigger familiar memories. The Cadbury’s purple or the black and white of Guinness. Desirable, recognisable and ownable triggers that provide immediate brand cut-through.

And in this landscape, creativity becomes more essential to identifying who a company is, what makes it different and how it appeals to different people’s motivations.

Share this article
Share on linkedin
Share on facebook
Share on twitter

Check out more Big Thinking Articles

‘A(i)LIVE’, the world’s first ‘living’ market segmentation tool, powered by machine learning and artificial intelligence

The Value Shift

AstraZeneca and Hall & Partners awarded Best Use of Innovation in 2021 BHBIA BOBI Awards

One year of lockdown disproportionately impact girls’ education in Britain

90% of healthcare professionals agree that purpose matters in brand choice

Sustainable Beliefs

What are the big ethical challenges for AI in healthcare?

Why isn’t soccer more popular in the US?

How to predict market trends with one simple principle

Jaguar: it’s time women took the wheel in automotive advertising

Previous
Next
© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

Keep up with the latest marketing trends, industry perspectives and global insight reports shaping the world’s biggest brands.