The importance of distinctiveness in marketing and the impact of social proof

Distinctiveness in marketing is crucial for brands to stand out and create consistent characters over time, as it leads to greater memorability and recall. Research has shown that distinct elements within a group are significantly more likely to be remembered, which applies to both numbers and brands. Being distinct within an industry boosts memorability, as showcased by the success of the Russian meerkat character in Compare the Market's advertising. Copying distinctiveness does not lead to the same level of recall; therefore, it's important for brands to carve out their own unique identity. Additionally, the impact of social proof, where people tend to follow the actions of others, is crucial for marketers to leverage in their strategies.