I’ve been in advertising and marketing for over 25 years now, and have evolved some of my thinking over that time to be the exact opposite of what it was when I first started.
Distinctiveness beats Differentiation
A big one for me is that in 2025 (more than any other time), more than ever, distinctiveness beats differentiation every single time.
Traditional marketing wisdom tells us to focus on differentiation—finding unique features or benefits to outshine competitors—but the truth is that most customers these days don’t have the time, energy, or inclination to read the fine print.
Since 2004, the average time that a person can focus on one thing has dropped from 150 seconds to around 45 seconds. (Like any stat, take it with a grain of salt.)
- Distinctiveness is about being unmissable.
- It’s the funky jingle you hum weeks later.
- The bold color palette you’d spot a mile away.
- The quirky mascot that makes you smile.
Differentiation still matters, of course. You can’t promise fluff without delivering substance. But if no one notices your product, all the differentiation in the world won’t save you.
Distinctiveness is Creativity
Here’s the kicker: distinctiveness isn’t rocket science—it’s creativity. It’s putting your brand’s personality on steroids, being brave with your campaigns, and embracing the idea that memorable beats meticulous.
Consumers are overwhelmed by choice, making decisions based on what they recognise and remember.
In the crowded marketplace of 2025, the most distinct brand wins—not the one with the longest list of features.
So advertise frequently, and stand out. You HAVE TO STAND OUT.
Cheers
