Your biggest "growth hack" is your brands uniqueness (Punk-DNA)

According to the Ehrenberg Bass Institute , 95% of your potential customers are not in the market for your products or services right now. Your brand personality, uniqueness (or Punk-DNA) and differentiation from your competitors are crucial to whether you can break through the noise and be remembered when the need arises.

Successful marketing is remembered. It's not about being the loudest, but aiming to remain in the minds and hearts of the target audience as one of the few brands they consider when they are in the market.

The formula for success is simple, but demanding: to be unique and meaningful, to evoke emotions and to help make their lives a little easier.

The matrix above is based on several recognized marketing theories – such as the Meaningfully Different Framework from Kantar , Distinctive Brand Assets from Jenni Romaniuk , The Long and the Short of It from Binet & Field and The Purple Cow from Seth Godin .

The common denominator in all of them is clear: Brands have the greatest potential when they are unique, meaningful, and memorable. That's the biggest "growth hack" for successful brands.

So then the question is, why do most brands play the same, tired chords and end up both sounding and looking the same?

Kantar's report shows that brands that end up in the star quadrant with being meaningful and different and achieve fame have:

• 4x greater ability to grow in market value

• 3x higher purchase intent

• 94% higher price elasticity (= higher loyalty and margins)

These brands build a protective moat around themselves. They make it difficult for competitors to copy, can charge premium prices, and need less paid marketing to drive preference, sales, and growth.

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