Observed Signal · Jul 13, 2026 · Opinion / Analysis · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Is Brand Differentiation Still Worth Pursuing?
Magda Adamska responds to a high-profile Cannes Lions debate between Mark Ritson and Byron Sharp about the value of brand differentiation. Ritson argues for 'relative differentiation'—that having 'more of something' can matter—while Sharp and the Ehrenberg-Bass Institute claim consumers typically don't notice brand differences and therefore differentiation is irrelevant. Adamska contends the better test is commercial effect: whether positioning lifts mental availability, preference, purchase intent and ultimately sales. She argues distinctive assets and clear positioning (including purpose when used strategically) make brands more retrievable at the buying moment, and uses examples (Moët & Chandon, Volvo, Michelob Ultra, Ikea) to illustrate how positioning can link to category entry points and buying cues.
Opinion analysis on brand strategy and differentiation; limited direct impact on AdTech infrastructure or programmatic operations.
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Key Takeaways & Evidence Grounding
- Mark Ritson argues that 'relative differentiation' matters for brands.
- Byron Sharp and the Ehrenberg-Bass Institute argue consumers in most categories often do not notice or find brand differences unique.
- The Ehrenberg-Bass Institute defines 'mental availability' as how readily a brand comes to mind and is recognized in buying situations.
- Magda Adamska argues positioning and differentiation can increase mental availability, brand preference, purchase intent and sales.
- Examples cited include Moët & Chandon (celebration positioning), Volvo (safety positioning), Michelob Ultra (active lifestyle positioning) and Ikea (purpose/vision).
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2 Entities mapped“‘I want a car I’ll feel safe in,’ and Volvo answers with ‘Safety. For Life.’...”
“My favorite brand strategy of all time, Ikea’s vision of ‘creating a better everyday life for the many people,’ can also be seen as a purpos...”
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Distinctiveness Alone Won't Grow Brands, Says Andrew Tindall
Andrew Tindall argues that brand distinctiveness (logos, colors, asset grids) is necessary but not sufficient for brand growth: creative work that moves, entertains or persuades is required to shift consumer predisposition. He cautions against equating distinctiveness with growth, critiques some interpretations of Ehrenberg-Bass research, and cites The Creative Dividend (research with Effie) — 1,265 campaigns and over 200,000 consumer responses — which found distinctiveness converts media spend into revenue while emotional strength converts revenue into profit. Tindall says campaigns that are both distinctive and emotionally strong build useful memories and brand equity over time. He positions distinctiveness as an enabler that must be paired with creativity, emotion, culture and strategy to produce growth.
Ritson and Sharp Find Common Ground at Cannes
At Cannes Lions, Mark Ritson and Byron Sharp presented a joint session stressing mental availability and the role of distinctive brand assets in brand growth. Ritson publicly announced he is retiring his own term 'brand codes', credited Jenni Romaniuk for the definitive book on the topic, and urged industry consolidation around the Ehrenberg‑Bass term 'distinctive brand assets' rather than synonyms like 'fluent assets' or 'well‑branded'. The pair outlined five points of agreement—mental availability, distinctive assets, mass marketing, consistency, and skepticism about brand purpose—and highlighted practical implications: WARC data (David Tiltman) shows average campaign lengths for large brands are 30–40 days, while Sharp noted half of an FMCG’s annual sales come from buyers who last purchased more than 12 months earlier. The session reinforced existing research rather than introducing new theory, but offered a public call for a shared vocabulary to reduce operational confusion across brands and agencies.
Desire as a Competitive Brand Advantage
An ADWEEK House Cannes Lions group chat (created in partnership with Havas) explored how brand desire — distinct from mere visibility — is becoming a key competitive advantage. Speakers from Havas Creative, Havas Media Network, Pantone, Mindscope, beehiiv, SAS, ViiV and TIM Brazil argued that bold brand choices, color psychology, habit formation and founder-led transparency build affinity and trust. Panelists noted technology (including LLM-driven discovery and 'agentic' marketing behaviors) is changing how audiences search for and validate information, increasing the importance of desirability. They also discussed evolving measurement approaches — for example reframing metrics to reach, relationship and revenue — and the need for new frameworks and metrics to better surface actionable insights about brand desirability.
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