Episode Two Is Here! Exploring DISTINCTION — A New Installment of Burke’s Relevance + Momentum® Series

In this first episode, hosts ⁠Jeremy Cochran, PsyD⁠ and ⁠KelseySchmeckpeper⁠ shift the spotlight to DISTINCTION—the dimension of Relevance + Momentum® that reveals why a brand stands out and why consumers choose it.

Distinction is more than being different. It’s about being different in a way that matters—It’s about being different in a way that matters—a blend of both uniqueness and premium that creates desire, signals purpose, and earns loyalty. Jeremy and Kelsey dig into what separates truly distinct brands from those that drift into sameness, with real-world examples spanning beauty, retail, tech, automotive, and even roadside convenience stores.

Tune in to learn:

• What Distinction really measures—and why it’s more than just novelty
• How Distinction erodes—and how smart brands rebuild it
• Four best practices to strengthen Distinction in your own brand strategy
• Examples of standout brands like The Ordinary, Stanley, Crocs, and GAP

What makes this episode essential?

You’ll hear how Distinction shapes choice—why consumers say “I could buy anything, but I’m choosing this brand.”

Jeremy and Kelsey explore the pitfalls of blending in, the risks of going too premium or too quirky, and the moves modern brands are making to reclaim relevance in crowded categories.

Whether you’re designing a brand identity, evolving an established brand, or helping teams understand the “why us?” at the core of differentiation, this episode reveals the spark that turns consumer recognition into desire.

For more information on how you can leverage the Relevance + Momentum® framework to move your brand forward, visit ⁠⁠Burke's ⁠⁠⁠Brand Strategy⁠⁠.

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