The rise of AI-generated content is eroding what makes brands memorable and unique. In our latest report, “The Distinctiveness Deficit,” we dive into this phenomenon – unpacking how brands can avoid vanishing into a sea of lookalike competitors and instead leverage the vital power of distinctiveness to drive growth.
In today’s frenetic digital landscape, “sameness” has become a creeping threat. AI enables brands to produce more content faster – but with less creative oversight, the risk of mimetic isomorphism is more prevalent than ever: brands start copying one another and, over time, become increasingly interchangeable. This threatens a brand’s mental availability – that ability to be the brand customers remember and select when it matters most.
Our report doesn’t just stop at high-level warnings. We share evidence from neuroscience and behavioural psychology, and highlight brands like VFC and Carlsberg Eve that have smashed category conventions by doubling down on their unique stories and layered asset strategies. We introduce our own Born Ugly Biomotive Triggers – tools grounded in how instinct shapes loyalty and decision-making. The lesson is clear: truly distinctive brand assets trigger emotional responses and embed themselves in memory.
Whether you’re building a challenger brand or defending your market position, investing in a full brand thumbprint – core assets and rich storytelling cues – protects you against the dangers of AI-induced homogeneity. As iconic brands like McDonald’s demonstrate, asset depth and consistency drive lasting recognition and effectiveness.