A PLAYBOOK FOR DISTINCTIVENESS

Talk:

Have traditional playbooks become obsolete?

In marketing’s era of lawlessness where rule-breaking is no longer the preserve of the maverick few and tribes are turning up in unexpected places, codes and conventions are being reset, and category playbooks ripped-up and reinvented.

Brands are setting new standards of distinctiveness. The most distinctive amongst our peers resist the data-orchestrated creative and repetitive social media playbooks that lack differentiation. Their uniqueness and individuality are underpinned by a commitment to distinctiveness that’s driving impressive growth.

These brands understand disruption is the only constant and success belongs to those who master the new rules, with playbooks that don’t just prepare you for this reality but help them be adaptable and venture beyond the traditional boundaries of their categories.

QUESTION:

So how do we keep up with these evolving behaviours, and changing consumer preferences and what are the building blocks of these playbooks driving the most distinctive of our peers?

THE SESSION:

This session is a content marketing masterclass designed to offer a new set of insights for developing a playbook for distinctiveness. During the session I will cover:

• The four key sources of distinctiveness – the first academic behavioural and cognitive neuroscience studies investigating the impact of distinctiveness on memory
• The Distinctiveness Framework – a lens to gain new insights and identify strategic & creative gaps
• Deconstruct a wide range of brands indexing high in the distinctive stakes
• A Playbook For Distinctiveness – provide 4 building blocks you can adopt and apply to your marketing playbooks

In an age where disruption is the only certainty, let’s develop our playbooks so distinctiveness can become our constant reality.