Brand Divergence Index: In Action

  • Default brands
  • Convergent brands
  • Deviant brands
  • Divergent brands
  • View all
Default brand

Not spending or standing out enough to attract audiences to buy.

Opportunity: Outthink across the board to drive Attraction AND Difference.

Convergent brand

Category leaders, following conventions and winning by outspending.

Opportunity: Amplify Difference to improve marketing return on investment.

Deviant brand

Small or niche challengers, perhaps perceived as so different buying them is risky.

Opportunity: Amplify the aspects of Difference driving Attraction – ditch the rest.

Divergent brand

Perceived as different (in a good way) to the category with great marketing ROI.

Opportunity: Small optimisations of underlying metrics as these brands are already doing well.

Use our tool to see BDI in action across the savoury snack category.
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