So You Think You're Distinctive?

Less than half of ads are correctly attributed to the right brand after viewing. And it takes two to three years of consistent investment before a brand asset truly feels like it belongs to you.

This week, Elena, Angela, and Rob explore what it actually means to build distinctive brand assets. They dig into Mark Ritson's latest column for Marketing Week, break down the research on what makes assets memorable, and share why most marketers quit way too soon. Plus, test your own knowledge with a distinctive assets quiz.

Topics covered: 

• [01:00] What distinctiveness actually means for your brand
• [04:00] Why creativity and distinctiveness aren't the same thing
• [09:00] Why you need seven brand cues to boost recall to 100%
• [14:00] Brands that nailed distinctiveness over decades
• [18:00] Balancing creative freshness with brand consistency
• [22:00] How to measure if your assets are truly distinctive 

 





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Resources: 
2025 The Drum Article: https://www.thedrum.com/news/2025/10/06/mark-ritson-we-know-what-distinctive-marketing-looks-now-let-s-agree-what-call-it
 

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