Distinctive, Not Random
Distinguish useful distinctiveness from novelty that breaks brand memory.
Principle: Stand out on the right shelf. The Move Compare every candidate against both category sameness and category meaning. If it sounds like everyone else, it may be invisible. If it sounds like another category, it may be memorable for the wrong reason. Why It Works Distinctive assets help buyers identify brands quickly. Names can become assets when they are easy to notice, repeat, and connect to the brand. The connection matters. A distinctive name with no bridge to the occasion forces media, sales, and packaging to do too much repair work. Common Trap Teams sometimes overcorrect from descriptive names…
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