Are we getting brand growth wrong?

We had a spicy debate at The Big Picture this week: Have we become too obsessed with distinctiveness and mental availability?

The industry has rallied around Byron Sharp’s idea that mental & physical availability drive brand growth—and sure, being recognisable, familiar and easy to buy matters.

But does that mean emotional connection, storytelling, and deeper brand meaning are just nice to haves?! Is it all just down to being recognisable at shelf?

We think the conversation has become too lopsided…

Hellman’s, Heinz, Nutella: these brands play the distinctiveness game perfectly. They’re habitual buys, anchored in memory shortcuts. And we all agreed on one simple fact; before a brand can connect emotionally, it needs to capture attention…

But as our debate highlighted, distinctiveness alone isn’t safe. Brand assets can be ‘borrowed’ or mimicked. We’ve all seen lookalikes down the Lidl or Aldi aisles. So, if your brand only invests in distinctive brand assets, you’re playing a risky game.

Then, there are brands like Ben & Gerry’s, Yorkshire Tea, Method, proving that brand meaning and emotional connection do drive repeat purchases and premium pricing. These are brands people choose, not just habitually pick up. Why? Because they trigger a feeling that overrides rational explanations

…The strongest brands do both.

So maybe it’s not about distinctiveness vs. emotion, but rather:

✔ “Which does your brand need more of right now?”
✔ “How do we connect mental availability with deeper brand storytelling?”
✔ “What are the right design elements to make an emotional idea distinctive?”

The industry loves a binary debate, but the best brands don’t pick a side: they blend both.

Our Pack³⁶⁰ model  challenges us to think about brands more holistically. Great brands don’t just get noticed, they get remembered in the right way. Because lasting brand growth isn’t just about standing out, it’s about sticking in people’s minds.

So what do you think…is distinctiveness enough, or do brands need emotional resonance to truly stick?

And if you’re wondering how packaging can be the bridge between distinctiveness and brand meaning, let’s talk. Our Pack³⁶⁰ model is designed to help brands measure and optimise not just shelf standout, but how packaging builds memory, trust, and long-term brand impact. Get in touch if you want to hear more!