Ingredient 02
Differentiation
“Be different — but not just different, different in a relevant way.”
Copying brands is problematic, yet strong brand stories make imitation nearly impossible. Nike and Adidas share product similarities but differ fundamentally in brand narrative — one is about athletic achievement, the other about street culture. Same category. Entirely different worlds.
The Body Shop and Lush both appeal to eco-conscious consumers but differentiate themselves meaningfully within that segment. Differentiation is not about being loud — it is about being specific. Specific to a story that only you can tell.
Bastian Wine — Guardian of Istria
This Istrian wine brand emphasises the region’s distinctive white soil, which creates fresher, more mineral characteristics. The narrative connects the wine to the medieval town of Buje — described as the “Guardian of Istria” — and incorporates centuries of grape cultivation by various civilisations. The brand story portrays the wine as embodying Istrian geography: green landscapes, blue Adriatic waters, and snow-capped Alps visible from Buje’s vantage point.
Stina Wine — “Stina is an inspiration”
This newer brand from Brač island overcame its lack of established heritage through distinctive differentiation. Research revealed the island’s unique white stone and its connection to famous Croatian artists. The brand became something larger than wine — an artistic invitation.
“Stina is an inspiration. Stina awakens the creative spark that sculpts from a block of stone, paints on canvas or writes poetry on paper.”
The minimalist label design — featuring blank stone imagery — intrigued consumers, driving curiosity and engagement. This differentiation strategy enabled expansion to nine countries and placement in Michelin-starred establishments.
The principle
“Copying brands is problematic, yet strong brand stories make imitation nearly impossible.”