With so many brands chasing the same audiences on the same platforms, it's easy to fall into the sea of sameness. And when every brand is telling the same story, using the same tactics and often the same data, it’s no wonder that visibility and recognition have become elusive goals.

Take the ongoing debate around supermarkets and sustainability. One side argues for a strong environmental proposition, where refill stations, meat free options and 100 per cent recyclable packaging are key proof points. The other believes supermarkets must stay focused on offering value in a time of rising living costs. The truth? Supermarkets do both and more. The problem? When they stretch themselves in pursuit of proposition relevance, they dilute their core message and fade into irrelevance.

The importance of differentiation and distinctiveness

The debate between differentiation and distinctiveness has long divided marketers. Some argue that differentiation, creating a focused value proposition, is the key to success. Others, like Byron Sharp in How Brands Grow, suggest that distinctiveness, owning unique brand assets and ensuring consistent recognition, is what truly drives growth

But if the solution is balancing a focused value proposition (differentiation) while ensuring unique brand recognition (distinctiveness), why do so many brands struggle to get it right?

The ideas of distinctiveness and differentiation are never far from being in vogue. Sometimes they coexist, sometimes one is used to discredit the other, but they are generally seen as essential to a brand’s ability to thrive. What is less considered however, is media’s role in supporting and supercharging both. Distinctiveness is not just about setting a brand apart from competitors, it’s about behaviour and how it engages the market. And for this, media becomes an essential ingredient. 

Media as a brand building tool, not just a distribution channel

For too long, media has been seen as a vehicle for delivering brand messages. But in 2025, it's time for a shift in perspective. Media isn't just for broadcasting your proposition, it’s a powerful tool that can help build your brand identity when used creatively.

Brands that thrive in today’s competitive landscape will be those that understand the role of media as a multiplier, enhancing their distinctive qualities rather than amplifying generic content. This is why News Australia’s upcoming Frontiers Roadshow is focusing on how brands can break through the noise and use media to create both distinctiveness and differentiation. A distinctively different approach to media ensures that brands don’t just rely on their logos and colour palettes to stand out, they use their media strategy as a key driver of differentiation. By making media experiences magnetic, momentous and meaningful, brands can carve out a unique space in consumers’ minds.

Principles for Distinctive Different approach to Media

At News Australia, we believe that brands can leverage media as a canvas for distinctiveness through three core principles, Positive Influence, Creativity & Storytelling and Relevance.
 

1. Positive Influence

77 per cent of us are more likely to support brands that engage in social causes (Harvard Business Study 2021). Consumers want brands to stand for something, to align with social causes and genuinely contribute to society

At News Australia, we help brands integrate editorial advocacy into their media strategies, aligning values with messaging. Whether sustainability, mental health, or diversity, brands that authentically engage in social good stand out. This fosters trust and helps create a differentiated identity that resonates deeply with consumers.
 

2. Creativity & Storytelling

Creative quality is the primary driver of campaign effectiveness, accounting for nearly 50 per cent of the impact, compared to reach (32 per cent) and frequency (14 per cent) according to Kantar’s CrossMedia database.

Creativity is key to setting a brand apart in a crowded market. By telling unique and compelling stories that speak to consumers on an emotional level, brands create a distinct voice and presence. This approach amplifies their identity, ensuring that they are not just remembered, but uniquely identifiable. Brands that work closely with our editorial and content creation teams through The Total News Experience are able to distinctively enhance their Paid, Owned and Earned media ecosystems, ensuring they are seen, remembered and shared.
 

 3. Relevance

Targeting demographics alone is no longer enough. Relevance is about matching intent with context and delivering the right message at the right moment in a way that resonates naturally with the audience.

With over 2.5 billion page views monthly and access to real time first party data, News Australia is uniquely positioned to help brands target signals that matter. Our Intent Connect platform allows brands to reach consumers when their intent aligns with the brand message and context that it is being consumed, increasing relevance and impact. By leveraging precision targeting and contextual alignment, brands ensure their message cuts through and is positioned as a distinctive part of the consumer's decision-making journey.
 

Embrace distinctiveness, not sameness

The supermarket debate illustrates a vital lesson, brands that try to cater to every consumer expectation risk losing their unique identity. Instead of spreading themselves thin, successful brands focus on what they do best and amplify it through distinct media strategies.

Take Aldi, for example. Its "Good Different" approach doesn’t try to be everything to everyone. Instead, it focuses on a unique space in the market offering good value, quality and a hassle-free shopping experience, while positioning itself as a unique alternative to traditional supermarkets. Aldi doesn't just highlight what it offers, it invites us to consider what the others are missing, reinforcing their distinctiveness.  

Single points of differentiation are more crucial than ever, but distinctiveness is what ensures your brand stands out. By focusing on Positive Influence, Creativity & Storytelling and Relevance, brands can break through the noise and leave a lasting impact. At News Australia, we empower brands to use media not just as a distribution channel, but as a brand building tool that amplifies what makes them unique and memorable.

Your journey starts HERE