What is brand distinctiveness?

How easily a buyer, or an AI engine, can tell a brand's work apart from its category and from the machine default.

Distinctiveness is what gets a brand picked from a set it is already in. An engine can find a brand and still not choose it, because it has no reason to prefer one near-identical option over another.

At Ivanooo it is one of the six layers of Growth Engineering: every output is measured against the default version a model would write and against what the category already says, and work that is not distinctly yours does not ship.

See it at work

• The Distinctiveness layer
• The logo test

Other terms: Sameness · Share of Recommendation