Distinctive Brand
A distinctive brand is the third stage of the Stand The F*ck Out methodology. It is the set of elements that make you noticed, remembered, and shortlisted when buyers are ready to act. It is built on four elements: the monster (a common enemy), point of view (consistent messages), spices (actions that bring your POV to life), and assets (the distinctive bits that make you unique).
Back when I was a cheeky 15-year-old, I had this weird obsession with contradicting people (quelle surprise, right?). Teachers, friends, family—nobody was safe. I was desperate for attention, and playing the devil's advocate was my go-to move.
One day, during history class, I landed a particularly clever remark that earned some laughs from my classmates. My teacher, however, wasn't amused. His face turned beet-red as he yelled, "Louis, why can't you stay quiet? I can't get through any of my classes without you interrupting us every five minutes!" Followed by: "You're an intellectual terrorist!"
That really bothered me.
I wanted to be seen, of course, but I also really, really, really needed people to like me. And it was clear from my teacher's remark that my approach wasn't working. Shouting random opinions was getting people's attention, but at what cost? I was getting noticed at the expense of trust.
Most of my teachers didn't enjoy my presence in the classroom, and most of my classmates were getting increasingly irritated by my antics—so much so that when I ran for class representative, expecting an easy win, I lost by a landslide to my best friend. Fucking ouch!
I learned there's a fine line between being disruptive and being distinctive. Disruption gets attention for all the wrong reasons at the expense of trust. Being distinctive, on the other hand, allows you to stand the f*ck out without alienating others or sacrificing relationships.
Today, I'm still a natural contrarian, of course, but I've learned to channel it better. And that's what we'll explore in this next stage: developing a distinctive brand that helps you stand the f*ck out for all the right reasons, without alienating your audience.
In this stage you will uncover four additional elements: monster, point of view (POV), spices, and assets.
You'll use those new elements to create a one-page distinctive brand kit that contains everything your brand needs to turn heads.
Chapters in this stage
Read the opening of each chapter for free. The full methodology, including step-by-step plans, is in the book.
Chapter 8: The Monster
How to rally people around you by giving them a common enemy to blame instead of making it all about you.
Chapter 9: The Point of View
Why shouting random opinions gets you nowhere, and how to build a consistent point of view that signals you're here to protect your audience.
Chapter 10: The Spices
Talk is cheap. The actions that bring your point of view to life in a way your segment will actually notice.
Chapter 11: The Assets
Why trying too hard to be meaningful backfires, and how meaning-free brand assets make you impossible to forget.
Frequently asked questions
What is a distinctive brand in B2B?
What is the monster in brand positioning?
What is the difference between disruptive and distinctive?
What are brand spices in the STFO framework?
What are the four chapters in the Distinctive Brand stage?
What are distinctive brand assets?
More on Distinctive Brand
Articles
Daft Punk: 5 Marketing Lessons to Make Your Business Famous
I had this idea of doing a marketing analysis of Daft Punk ever since I've been doubling down on radical differentiation. I love the way they've been zagging when other electronic music artists were zigging.
Distinctive Brand Assets: Definition & 5 Steps to Create Them
I didn't realize it then, but I first learned about distinctive brand assets when I was a teenager in France. There was a TV show called Les Guignols de l'info which broadcasted every evening before dinner. It was 8 glorious minutes of celebrity puppets acting out the news.
Pratfall Effect: How to Use It in Marketing (6 Examples)
The pratfall effect: People who show their imperfections tend to be more trusted. Your competitors probably aren't using it. There's so much bragging, so much bullshit, so much lying.
Narrative Design: Craft a Story Using Conspiracy Principles
When I'm designing a product narrative, I think back to when I was in high school. I had a friend who believed in all sorts of conspiracy theories. Weirdly, believing in them made me feel better. I was making sense of the world.
Episodes
4 ½ Psychological Biases Every Marketer Needs to Know
with Richard Shotton
Take F*cking Risks: 3 Ways to Get Noticed
with Paul Mellor
Elevate Your Voice: How to Craft a Brand Presence That Clings Like a Fart in a Lift
with Bethany Joy
How to Use Marketing Stunts to Get Free Press
with Ken Davenport
Marketing Psychology: 5 Little Known Facts About Consumer Behavior in Advertising
with Richard Shotton
Professionalism is Killing Your Brand: Here's the Cure
with Dave Harland
Storytelling Marketing Strategy: Tell Your Business Story in 6 Steps
with Michael Hauge
The Stand The F*ck Out framework, introduced by Louis Grenier in 2024, consists of four stages: insight foraging, unique positioning, distinctive brand, and continuous reach.
