Mark Ritson: Distinctiveness doesn’t need to come at the cost of differentiation

Tom Roach and his team of effectiveness monkeys have been at it again at BBH London. Every now and again they sit down and stitch together a bunch of separate slides, charts and other marketing ephemera to create a pithy but powerful statement on key topics in advertising and marketing.
Roach’s latest theme is ‘The stupidity of sameness and the value of difference’. That might strike you as a rather obvious target. After all, aren’t we all determined to differentiate? We