JUST Branding S04.EP12 - Distinctiveness, Differentiation, and Brand Growth with Jenni Romaniuk
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Aug 26, 2023 Marketing expert Professor Jenni Romaniuk discusses the significance of distinctiveness and differentiation in branding. She shares key elements for building distinctive brands and provides examples of distinctive brand assets. The podcast also explores the challenges faced by brands when entering new regions with different cultures, discusses the new Twitter rebrand, and emphasizes the importance of widening reach and adapting to the changing landscape of marketing.
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Accidental Marketing Professor
- Jenni Romaniuk's career path was unplanned, starting in science and physiotherapy.
- She stumbled into marketing and a PhD, driven by curiosity and a desire to solve problems.
Distinctiveness Definition
- Distinctiveness lets brands stand out in cluttered marketplaces.
- It allows easy identification, similar to recognizing a friend's unique style.
Distinctive Asset Examples
- Salesforce's Astro, a cartoonish character, is a strong distinctive asset.
- HSBC's red borders, now evolved into a hexagon design, offer easy identification even at a distance.