Your brand assets probably aren't distinctive.
Recorded in the IKEA cafeteria, because the meatballs demanded it.
Most B2B businesses have a logo that looks like every other logo and a colour palette that definitely does. That isn't distinctiveness. For an asset to be distinctive it has to be different AND tied back to you. Two separate jobs, and most brands only attempt one of them.
Inside this episode: the difference between distinctiveness and differentiation, two tests you can run on your own website this afternoon, why cyber security is drowning in dark blue, and why an asset only earns its value through years of repeated use.
Plus the time IKEA launched a product called Great British Bin Juice and a dozen people tagged me instead of them, why familiarity breeds contentment, what a rebrand quietly throws away, and why the words matter more than the visuals.
Ends where it should. Recognition makes you choosable, and choosable brands get bought.
Chapters:
00:00 Meatballs, IKEA, and the premise
00:26 Why different isn't distinctive
00:55 Distinctiveness vs differentiation
01:30 The logo test and the tagline test
02:00 Why most B2B brands are interchangeable
02:26 Category truths and the dark blue problem
02:53 Assets earn distinctiveness through repetition
04:12 The IKEA Bin Juice proof
05:02 Marketers get bored before customers do
05:30 Familiarity breeds contentment
06:07 What a rebrand throws away
06:52 Words come before visuals
07:29 The commercial point
More at https://johnlyons.co.uk
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