Standing Out in a Crowded Market: The Magic of Product Distinctiveness
What’s common between Paper Boat, The Bombay Canteen and Sugar Cosmetics?
They all have achieved success due to one critical factor that’s often overlooked in marketing: Distinctiveness. Paper Boat stands out with its quirky packaging and unique taste, which hooked its early adopters. The Bombay Canteen has a distinct menu and Sugar Cosmetics features product names like ‘Matte as Hell,’ ‘Eye Warned You So!’ and ‘Kohl of Honour.
Distinctiveness is key to standing out in a crowded market. Products should be designed not only for functionality but also to be memorable and unique, this enhancing brand recall and creating a stronger market presence.
I was listening to a must-watch podcast hosted by Lenny Rachitsky with Rory Sutherland, the Vice Chairman at Ogilvy UK and author of ‘Alchemy: The Surprising Power Of Ideas That Don't Make Sense’.
He gives three examples highlighting the importance of maintaining unique and distinctive features in products, even if they seem odd or inconsistent.
Jaguar (1990s): Jaguar's central console light switch, which was unconventional compared to other cars, was considered a distinctive feature. Despite initial thoughts of removing it due to perceived inconsistency, the creative director at Ogilvy advised keeping such unique elements, highlighting the value of distinctiveness.
DoubleTree Hotel: The warm cookie given to guests upon check-in is another example of a distinctive touch that leaves a memorable impression and enhances the brand's identity.
Rolls-Royce: For years, Rolls-Royce cars had a unique pedal for dipping and undipping headlights, a feature that set them apart from other cars that used automatic settings or traditional switches. This distinctiveness was valued, even as automotive technology evolved.
Product Distinctiveness works because we are not algorithm-running rationale robots, but emotional human beings and many-a-times we are ourselves unsure of what we want.
In a crowded market, standing out is crucial. Brands like Paper Boat, The Bombay Canteen, and Sugar Cosmetics show how unique features can make a big difference. Rory Sutherland's examples remind us that what might seem like an odd detail can actually help a brand be noticed and remembered. Embracing these distinctive touches could be the key to making your brand stand out.