Kantar’s latest analysis reminds us that most brands are chasing the wrong metric. Everyone wants to be different. But in a crowded, high-frequency category like beverage alcohol, being different isn’t enough—you need to be distinctive.

And for POSM, that distinction is more than semantic. It’s strategic.

Different makes you interesting. Distinctive makes you unforgettable.

Being different means you stand for something new. A unique formula, an unexpected flavor, a new take on a category. Being distinctive means people recognize you immediately, remember you later, and choose you again—even in autopilot mode.

Kantar’s data backs this up: brands that are both different and distinctive grow 5x faster than those who are just one or the other. But very few are doing both well.

POSM is where distinction gets tested.

At shelf, in the final inches of the consumer journey, your distinctive assets are either working for you—or working against you. This is where the confusion starts: most POSM chases attention, but forgets to reinforce memory. It’s a sprint for novelty rather than a strategy for consistency.

Smart brands don’t just decorate the shelf. They build mental shortcuts:

• Consistent use of brand colours, shapes, and textures

• Structured repetition of visual assets across formats

• POSM that extends the brand’s tone—not just its logo

When done right, shelf materials don’t need to explain—they just need to remind.

M&E Perspective: Design for memory, not just disruption.

Disruption still matters. But if the consumer doesn’t remember who disrupted them—or what the product stood for—you’ve lost the moment. Great POSM connects with what the consumer already knows about the brand, and pushes it forward. It’s not just recognisable—it’s meaningful.

As premiumisation accelerates and more bottles start looking "high-end," distinctiveness becomes the real currency. It’s what allows one brand to stand out without shouting—and to get chosen even when no one’s paying close attention.

In short: different gets you in the game. Distinctive wins it.