Meaninglessly Distinctive: Rule 1 of FMCG Branding

In the crowded aisles of the supermarket and the endless scroll of online retail, the brands that win are those that are instantly recognisable, easy to recall, and impossible to ignore. When asked, consumers often find it hard to explain why they can point out a brand, it’s just meaninglessly distinctive. This is the key to Driving Demand.

For FMCG brands, this is not just a matter of luck or budget—it’s the result of a disciplined focus on brand signals, distinctive assets, and mental availability.

What Are Brand Signals?

Brand signals are the cues—visual, verbal, and sensory—that communicate your brand’s identity and values at every touchpoint. In FMCG, where purchase decisions are made in seconds, these signals must be clear, consistent, and compelling.

Key brand signals include:

Logo and Colour Palette: The first visual handshake with the consumer.
Packaging Design: The silent salesperson on the shelf.
Tone of Voice: The personality that comes through in every message.
Brand Rituals: Unique ways consumers interact with your product (e.g., Oreo’s “Twist, Lick, Dunk”)1.
Sensory Cues: Sounds, smells, or textures that reinforce brand memory (think the pop of a Pringles can or the scent of a branded soap)

Distinctive Brand Assets: Your Competitive Kryptonite

Distinctive assets are the unique, ownable elements that make your brand stand out and stick in the mind. They are not just “nice to have”—they are proven drivers of brand recall and preference. It is these that drive demand and the holy FMCG grail of penetration

Examples of distinctive assets in FMCG:

Jason’s Sourdough: Jason’s distinctive thick-rimmed glasses
Rowntree’s Fruit Pastille: the stack of rainbow colour
Coca-Cola’s Contour Bottle: Instantly recognisable, even without a logo.
McDonald’s Golden Arches: A global symbol of fast, consistent and dare we say it delicious food.

Why do they matter?

They cut through the noise in cluttered categories.
They build memory structures, making your brand easier to recall at the point of purchase (driving demand).
They create emotional connections, fostering loyalty and advocacy (penetration)

Mental Availability: Winning the Battle for Attention

Mental availability is the likelihood that your brand comes to mind in a buying situation. It’s not just about awareness—it’s about being top-of-mind when and where it matters most.

How to build mental availability:

Create Strong Memory Links: Consistently use your distinctive assets across all channels and touchpoints.
Align with Category Entry Points (CEPs): Understand the cues and situations that trigger purchase in your category, and ensure your brand is associated with them.
Reach Broad Audiences: Don’t over-target; the goal is to be remembered by as many potential buyers as possible
Consistency is Key: Every interaction, from advertising to packaging, should reinforce the same signals and assets

The Compound Effect in FMCG

When brand signals and distinctive assets are deployed consistently, they supercharge mental availability. This means:

Faster, easier consumer choices: Your brand is the shortcut in a busy mind.
Greater resilience to competitive activity: Distinctive assets are hard to copy and easy to defend.
Sustained growth: Brands with high mental availability grow faster and command greater loyalty.

Practical Steps for FMCG Brands

Audit Your Brand Assets: Identify what is truly distinctive and what is generic.
Codify and Protect: Trademark your most valuable assets where possible.
Embed in Every Touchpoint: From ATL campaigns to shelf-edge, ensure assets are visible and consistent.
Measure and Optimise: Use data to track recall and association, refining as you go.

In the world of FMCG, the brands that thrive are those that invest in building and consistently deploying their brand signals and distinctive assets. This is the foundation of mental availability—and the key to winning at the moment of choice.

For an audit of your brand and a free workshop to help you unlock new potential

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Marginal Gains: The FMCG Advantage

By Rich Rawlins • July 10, 2025

The fast-moving bit of FMCG, means there is always a temptation to chase the next big thing—a viral campaign, a blockbuster NPD launch, or a dramatic rebrand. But what if the real secret to sustainable growth lies not in seismic shifts, but in the steady accumulation of small, smart improvements? Welcome to the world of marginal gains. What Are Marginal Gains? The concept of marginal gains is simple: focus on making small, incremental improvements—just 1% better—in every aspect of your business. Over time, these tiny enhancements compound, delivering a significant competitive advantage. The idea, popularised by British Cycling’s Dave Brailsford, has transformed not just elite sport, but also the way leading FMCG brands approach growth and innovation. Why Marginal Gains Matter in FMCG FMCG is a category defined by fierce competition, tight margins, and ever-evolving consumer expectations. In this environment, the marginal gains mindset offers several advantages: Reduced Risk: Small changes are easier to test, measure, and refine, minimising the risk of costly missteps. Compound Impact: Improvements in packaging, distribution, marketing, and customer experience add up, often delivering outsized results over time. Agility: Brands that continuously iterate can respond faster to trends and consumer feedback, outpacing slower, less adaptable competitors. Where to Find Your 1% Improvements Marginal gains can be found everywhere in the FMCG value chain. Here are some practical areas to target: Product Development: Optimise recipes, reduce waste, or improve shelf life by small margins. Packaging: Make packs easier to open, more sustainable, or more distinctive on shelf. Distribution: Streamline logistics, reduce out-of-stocks, or improve forecasting accuracy. Marketing: Test and refine messaging, creative, and media mix for incremental uplift. Customer Experience: Enhance service touchpoints, from faster response times to more helpful FAQs Real-World Impact: Case in Point Our works with Jason’s Sourdough has adopted a marginal gains approach. We identified the core brand ideas over five years ago: An Everyday Obsession. We have not really deviated from that and it is this consistent incremental approach to communications that has seen brand penetration soar by 318%. While a great product and strong distribution were key, the disciplined pursuit of small, data-driven improvements in marketing made a measurable difference, a 19% efficiency gain in quality checks—proof that even back-end tweaks can drive front-end results. How to Embed Marginal Gains in Your FMCG Strategy Break Down the Process: Map every step in your product, marketing, and supply chain. Identify Quick Wins: Look for areas where a small tweak could yield a measurable benefit. Test, Learn, Repeat: Use data to validate each change, then build on what works. Engage the Team: Make marginal gains a shared mindset, not just a management mantra. Celebrate Progress: Recognise and reward improvements, however small—they all add up. The Compound Effect A 1% improvement each day doesn’t sound like much, but over a year, it can lead to a 37% improvement overall. In a sector where every advantage counts, marginal gains aren’t just a philosophy—they’re a practical, proven route to growth. In FMCG, the brands that win are rarely those that wait for lightning to strike. They’re the ones that sweat the small stuff, every day, everywhere. Marginal gains: it’s time to make them your competitive edge.