The brilliance of this post is immense. Not because it is smart, but it proves that being dumb has a purpose. And it is good. #brands

Ideas, Riffs And (Some) Noise On All Things Marketing. Branded

Quick Read: Generating awareness or influencing consideration, driving distinctiveness or establishing differentiation, the key is to effectively leverage memory structures.

Distinctiveness is said to be the key in driving penetration and hence growth. But what sort of distinctiveness is most effective? 

In other words, when a brand is launched/re-launched, how do you strike that elsuive balance –  between being rooted in the current to drive enough familiarity, yet bring in an element of newness to drive differentiation along a chosen set of dimensions to drive favorability. 

The key lies in memory structures. 

As this insightful paper says, while driving distinctiveness for a brand, a key consideration is how much of your mix should reflect the existing perceptions of your brand locked in consumers’ “memory structure”, and how much should break with this.

And why are memory structures important?

This is because, as per Phil Barden in Decoded, we are…

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