Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob learn about the value of using irrelevant attributes to set your brand apart from competitors. They explore why even meaningless differentiation can positively impact consumer preference and make your brand memorable.  

Topics covered:   

• [01:05] “Meaningful Brands from Meaningless Differentiation: The Dependence of Irrelevant Attributes.”
• [01:35] The importance of differentiation in marketing
• [04:15] Consumers value irrelevant attributes
• [07:10] Advertising’s impact in differentiation
• [08:40] Differentiation vs. Distinctive branding 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Carpenter, Gregory S; Glazer, Rashi; Nakamoto, KentJMR, Journal of Marketing Research; Aug 1994; 31, 3; ABI/INFORM Globalpg. 339 

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