The Distinctive Brand Index: 10 signals for measurable brand differentiation

The Distinctive Brand Index

This infographic highlights the key signals and insights on how to measure and improve brand differentiation, focusing on distinctive brand assets and how unique and famous signals drive recall while reducing wasted spend. Learn more about how UK B2B tech firms can reclaim wasted marketing spend by building true brand differentiation.

The Distinctive Brand Index infographic

Key takeaways

  • Only 15% of all brand assets tested globally were truly distinctive, underscoring the room for improvement in asset design.

  • Asset distinctiveness is distributed as 65% Bronze, 20% Silver, and 15% Gold, showing the spread of signal strength.

  • Best-practice distinctive assets can significantly boost brand recall (67% vs 32% in a major study).

  • About 85% of global marketing spend is invested in assets that are not truly distinctive, highlighting wasted investment.

  • Distinctive brand assets are signals that are both unique to the brand and widely recognized, beyond just a name.

  • Uniqueness tends to be the more important dimension than fame when evaluating asset strength.

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