Our research shows the strongest brands are both Different and Distinctive. Perceived differentiation is driven more by whether people view a brand as unique: think Burberry or, setting the trends for its category, think Apple. Difference can be driven by an innovative product, positioning or even tone of voice. Distinctiveness is driven by sensory and semantic cues that make the brand easy to recognize, for example colors, packaging, logo, design or taglines. Given these definitions it becomes clear that Burberry and Apple are both different and distinctive. Is your brand Different, Distinctive or both? Read more.