Be yourself…because everybody else is taken. In low barriers-to-entry CPG categories like sports nutrition, following that advice too often gets overlooked but is paramount to reaching any level of meaningful success! In this content, I’m going to examine the importance of distinctiveness through a variety of popular marketing and branding strategic decisions. While I’ll be using sports nutrition as the categorical lens (mostly because that focus will keep the content concise), these insights are applicable to almost every ingestible CPG space. Moreover, I’ll walk you through an unofficial “business case study” involving GHOST…a leading lifestyle brand that’s transcending the sports nutrition industry by leveraging a distinctive identity. In today’s crowded marketplace, being different is not enough; you need to be distinctive. Brand distinctiveness helps consumers recognize your brand quickly and easily, even when they’re not actively looking for it. Moreover, distinctive branding makes it difficult for competitors to copy…and it can trigger emotional responses, which are key drivers of purchasing decisions. In essence, brand distinctiveness leverages our brain’s visual processing, memory recall, resistance to change, and emotional responses to create a memorable and protective brand identity.

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