Distinctiveness

Great brands don’t just advertise — they etch themselves into memory.

From a jingle that won’t leave your head, to a logo so recognisable it works cropped, blurred, or even missing entirely — distinctiveness is what makes a brand unforgettable. The Distinctiveness Guide shows you how to take those assets and turn them into cultural fame.

What’s Inside the Distinctiveness Guide

• 8 core tactics to build and flex brand memory
• Iconic campaign examples (McDonald’s, Heinz, Guinness, Coca-Cola, Doritos)
• GPT-ready prompts to remix, localise, and play with assets
• A strategist’s cheat sheet to sharpen briefs and ideas

Sneak Peek: Strategic Asset Absence
Brief: Show how recognisable the brand is without even showing it.

McDonald’s proved it with its “Minimalist Billboards”: extreme close-ups of buns, cheese and lettuce — no logo needed. Recognition was instant. Coca-Cola stripped its cans of labels during Ramadan, turning absence into a human statement: labels are for cans, not people.

Other brands mastered the power of what’s missing:

• Skittles gave up its rainbow during Pride, letting communities shine instead.
• Lacoste swapped its crocodile for endangered animals, lending fame to causes that needed it most.
• Guinness posted empty bar stools on St Patrick’s Day during lockdown, proving presence by absence.

And that’s just one of the 8 fame-building tactics inside:

• Sonic Distinctiveness
• Visual Identity Rebuild
• Cultural Integration
• Interactive Brand Play
• Strategic Asset Absence
• Natural World Anchoring
• Social Issue Adaptation
• Regulation Workarounds

One of 16+ upload-ready playbooks that turn ChatGPT into your creative partner in distinctiveness. Each guide is packed with proven tactics, real campaign proof, and prompts — so you can go from blank page to brand fame in minutes.