RESEARCH STUDY

Does differentiation make brands grow? We put it to the test.

A study on which memories, across product, price, place and promotion, put a brand on a path to growth.

Vojtech Prokes & Jiri Boudal

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See the key findings
246
brands
5
markets
8
categories
60,000
respondents
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THE RESEARCH QUESTION

The marketing debate of 2026: Sharp vs Ritson, put to the test

At Cannes Lions in June 2026, Mark Ritson and Byron Sharp debated the “Five Marketing Truths We Can Actually Agree On.” Their biggest disagreement was differentiation. Ritson argues brands can grow by offering something more than their rivals. Sharp believes growth comes from distinctiveness: building recognizable brand assets rather than a different market position.
‍
This study asks whether being different from your rivals helps a brand grow, and which needs a brand should be linked to: a buying occasion, a product function, an emotional benefit, or a price, place or promotion cue.
Market map shows guilt-free indulgence has high growth potential, easy snacks medium, pre-gym fuel low.
KEY FINDINGS

Ritson was right. Differentiation matters.

Big brands get linked to almost everything because more people buy them. Remove that size effect across 246 brands in five markets, and most still stand out on something rivals don’t.

3 in 4

brands have clear strengths and weaknesses

Once you take size out, differentiation is everywhere. For 70% of brands, no rival shares their strongest link.

+4 pts

more buyers know differentiated small and mid-sized brands

Small and mid-sized brands that stand out on a product need are known by 4 more buyers per 100 than equal-sized brands with no standout need.

2 of 246

brands stood out on fame and distinctiveness alone

Only two brands outperformed their predicted fame through standout assets & advertising, but neither had a product strength or was growing.

0

new small brands broke through where every brand looks the same

No new small brand built a strong position across 235 undifferentiated needs. Where rivals differed, mid-sized brands broke through 2.7× more often.

THREE PRINCIPLES

Three questions that predict which needs drive growth for a brand your size

What helps a small brand grow into a mid-sized player may be the wrong choice for a market leader.

01

Movability

Can a brand stand out beyond its size?

For some needs, associations follow brand size almost entirely. On others, brands already differ, and that is where smaller brands can break free.
02

Occupancy

Is there room in people’s minds?

Whether buyers care about a need more than they associate brands with it. Mid-sized brands do better on open needs, while big brands can compete for needs already claimed.
03

Prevalence

Is the need big enough?

How broad a need is, from niche to mainstream. Small brands can grow by serving niche needs, but for mid-sized and large brands, some opportunities are too small.
CATEGORY DEEP DIVES

See where each brand stands apart, category by category

The full study breaks the data down for all eight categories. Each view shows how far a brand sits above or below what its size predicts. Three examples:
US cars
UK coffee
US dog food
Points above or below what each brand’s size predicts, US cars. Blank cells are within ±3 points.
Need
Product
Dependable vehicle−3Within 3 pointsWithin 3 points+11+3Within 3 points
Good for daily commuteWithin 3 points+6Within 3 points−9+4Within 3 points
Great for road trips and holidays−4+3−3+4Within 3 pointsWithin 3 points
Attractive design−10Within 3 points−7+16+8Within 3 points
A sense of freedom−4−3−3+8+3Within 3 points
Great for families+4+3+5Within 3 points−5Within 3 points
Packed with features−8Within 3 points−5+15+18−4
To be environment-friendly−9Within 3 points−11−6+16Within 3 points
Ideal as a second car in the householdWithin 3 pointsWithin 3 points+4−8Within 3 pointsWithin 3 points
A sense of status−11−17−13+22+17−3
Price
Good value for moneyWithin 3 points+8+4−7Within 3 pointsWithin 3 points
Long-term affordableWithin 3 points+8+6−7Within 3 pointsWithin 3 points
Attractive discounts−4+8+4−7Within 3 pointsWithin 3 points
Low price+4Within 3 pointsWithin 3 points−10Within 3 pointsWithin 3 points
Place
Easy access to servicingWithin 3 pointsWithin 3 points+3−5+4Within 3 points
Test drives available−4Within 3 points+8+3+11Within 3 points
Easy to buy in-storeWithin 3 pointsWithin 3 points+8+6+4−4
Easy to buy online−4Within 3 points−4−5+4Within 3 points
Promotion
Unique brand elements (visual, audio…)−8Within 3 points−10+9+17Within 3 points
Standout advertisingWithin 3 pointsWithin 3 points−6+7+10Within 3 points
Show all needs

Green: linked to the brand more than its size predicts. Red: less.

Explore all eight categories in the full study →
Points above or below what each brand’s size predicts, UK coffee. Blank cells are within ±3 points.
Need
Product
Rich flavorWithin 3 pointsWithin 3 points−3+7+4Within 3 points
Easy preparation+6Within 3 points+3+8−6−3
Morning energy boost+3−3Within 3 points+3Within 3 pointsWithin 3 points
Premium quality−4−4Within 3 points+6+4Within 3 points
A moment of calm and relax−3Within 3 pointsWithin 3 points+7Within 3 pointsWithin 3 points
Coffee shop experience at home−6−3−4Within 3 pointsWithin 3 points+3
Environmentally friendly−5−3−4Within 3 pointsWithin 3 pointsWithin 3 points
To feel in controlWithin 3 points−5Within 3 points+3−3Within 3 points
To feel special−7−5−3−3+7Within 3 points
For hosting guests−3−5Within 3 points+4+4Within 3 points
Price
Good value for moneyWithin 3 pointsWithin 3 points+9Within 3 points−3−3
Affordable priceWithin 3 pointsWithin 3 points+10Within 3 pointsWithin 3 points−3
Attractive discountsWithin 3 pointsWithin 3 points+12−4−6Within 3 points
Place
Available in supermarkets+3+4+8+11Within 3 points−8
Easy to buy in-store+5+6+8+4−3−8
Easy to buy onlineWithin 3 pointsWithin 3 pointsWithin 3 pointsWithin 3 points−4Within 3 points
Distinctive packagingWithin 3 pointsWithin 3 points−4+5Within 3 pointsWithin 3 points
Promotion
Unique brand elements (visual, audio…)−4−3−3Within 3 pointsWithin 3 points+3
Standout advertisingWithin 3 points−6Within 3 pointsWithin 3 pointsWithin 3 points+4
Show all needs

Green: linked to the brand more than its size predicts. Red: less.

Explore all eight categories in the full study →
Points above or below what each brand’s size predicts, US dog food. Blank cells are within ±3 points.
Need
Product
Exactly for my dog−4Within 3 pointsWithin 3 points+5Within 3 points−5
Feeling like a good owner−9+6+3+8Within 3 pointsWithin 3 points
High meat content−11+3+4+9Within 3 points−3
Natural food−16+4+7+13Within 3 pointsWithin 3 points
Recommended by vets−8+5Within 3 points+7Within 3 points−4
For sensitive digestion−12Within 3 points+6+10+4−6
American produce−6+6Within 3 points+8Within 3 points−4
For an aging dog−4+4Within 3 points+8Within 3 points−5
To experience closeness−6Within 3 pointsWithin 3 points+5−3Within 3 points
Weight loss support−11Within 3 pointsWithin 3 points+3Within 3 pointsWithin 3 points
Price
I can afford it repeatedly+8Within 3 points−3−3Within 3 points−3
Good value for money+6Within 3 pointsWithin 3 pointsWithin 3 points−3Within 3 points
Low price+7−8Within 3 pointsWithin 3 pointsWithin 3 points−3
Attractive discounts+6−5Within 3 pointsWithin 3 points−4Within 3 points
Place
Easy to buy in-storeWithin 3 points+9+4Within 3 points−3−3
Available in supermarkets+8+4+4−3Within 3 points−6
Easy to buy online−4+7−5+7Within 3 pointsWithin 3 points
Distinctive packaging−11+6+6+5Within 3 points−3
Promotion
Unique brand elements (visual, audio…)−10+3Within 3 points+9+4Within 3 points
Standout advertising−5+6+5+10−3−4
Show all needs

Green: linked to the brand more than its size predicts. Red: less.

Explore all eight categories in the full study →
MORE FROM THE DATA

What else the study found

Emotional benefits are where brands differ least

Brands stood out on feelings like to feel happy or feeling secure less often than chance would produce. People link these feelings to the category, not to one brand.

0

emotional needs where brands clearly differ

CEPs are often not the best place to build memory

On occasions like a morning energy boost, every brand gets the link its size predicts, and none gets more. In coffee and colas, not a single CEP-like need is movable.

40%

of category entry points just follow brand size, against 28% of other needs

Most brand image data is just brand size

But this mostly explains why markets change so little. Being big helps you stay big.

90%

of what people say about brands comes down to how big they are

Differentiation is how David beats Goliath

On most needs, size decides which brand people link to them. On needs where brands already differ, it doesn’t, and big brands lose their protection.

2.5×

more losses than wins for leaders on needs where brands stand out

Small brands break through where rivals already differ

Small brands get 6 points or more above their size on 10.6% of needs where competitors already stand apart, against 3.1% where every brand looks the same.

3×

as many breakthroughs for small brands where rivals already differ

Growing brands win on one or two things

Growth shows as movement on a few specific links, not a lift across the whole image.

1.6 of 5

associations tracked improve for growing brands

THE FULL STUDY

A deep dive in four chapters, with the data behind every finding

01

Once size is removed, rival brands differ clearly in buyers’ minds

Blue plus sign icon on white background.

While brand size explains around 90% of brand associations, most brands still have distinct strengths and weaknesses that set them apart, often in ways their competitors cannot match.

02

Differentiation matters for growth

Blue plus sign icon on white background.

The remaining 10% of associations, beyond what brand size predicts, is where brands can find room to grow by focusing on needs that are movable, underoccupied, and relevant to enough buyers.

03

Mental availability includes links across all 4Ps, not just CEPs

Blue plus sign icon on white background.

Mental availability comes from memories linked to all four Ps: product, price, place, and promotion, not just category entry points, and these associations can all influence buying decisions.

04

Why standard trackers miss earned positions, and how we measured them

Blue plus sign icon on white background.

Traditional trackers often confuse brand size with genuine differentiation, so the study uses better methods to identify brands’ earned associations.

Market map shows guilt-free indulgence has high growth potential, easy snacks medium, pre-gym fuel low.
HOW BRANDS REALLY GROW

Find the needs your brand can actually win

The full paper shows how to apply the three questions to your own brand, with the evidence from 246 brands behind each one.

Abstract digital art with bright colors including large splashes of light blue, pink, orange, and purple on a black background.
The order to ask prevalence, occupancy, and movability for a small, mid-sized, or large brand
Which kinds of needs are mostly dead ground, and why CEP-like needs often are
How to separate earned positions from size-granted ones in your own tracking
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