Why is the marketing industry still arguing about differentiation versus distinctiveness, a decade after Sharp and Ritson first drew the lines? Lynette makes the case for a simple split: differentiate the product, make the brand distinctive. Shann mostly agrees, right up until they get to a can of Liquid Death and down a rabbit hole about the role of marketing. Along the way: what Byron Sharp actually said versus what the industry heard, why telcos spend billions on a coloring competition, and a Samsung engineering team that folded a phone without knowing why. The conversation ends on a more important point: the fight isn't really about vocabulary at all.