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Distinctive Vs Expansive

Mcdonalds, Coke are examples of expansive brands. Tesla for example stands out of the crowd and avoids direct competition, is an example of a distinctive brand.

Distinctive brands are chasing a specific mind share of the buyer.

Distinctiveness Vs Expansiveness Matrix (2x2)

1. Crowd Quadrant (Peripheral positioning) – Low on Both dimensions. The unique proposition in this quadrant is price.
2. Unconventional Quadrant – High on distinctiveness but low on expansiveness. Your position is a unique proposition.
3. Mainstream Quadrant – Low on distinctiveness but high on expansiveness. The unique proposition here is the volume.
4. Aspirational Quadrant - High on distinctiveness as well as expansiveness. Position and volume form the unique proposition.

Peripheral brands act as substitutes to unconventional or mainstream brands. These will eventually die.

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