Monthly Muse: October 2023

Nathaniel Bastin
2 min readOct 31, 2023

Clocks have gone back, but we’re striding on forward.

Here’s October’s Monthly Muse.

A book I’m currently reading

“Building Distinctive Brand Assets” by Jenni Romaniuk

Description: Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it’s time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand’s Distinctive Assets.

A brand/marketing lesson I’ve learned

There’s a prevailing notion in the branding industry that in order to truly stand out, a brand must hone in on a specific category entry point, crafting a proposition that sets it apart from its competitors.

This approach hinges on the belief that a differentiated value proposition is key, and that a narrow focus will cut through the noise and resonate more deeply with consumers.

However, when we turn our gaze to the world’s best and biggest brands, a different story emerges.

These brands have defied the conventional theory, building enduring associations across an entire spectrum of category entry points within their respective markets.

This broad-spectrum approach has not diluted their impact; rather, it has fortified their presence and increased the overall salience of their brand.

In other words, don’t narrow a brand’s focus; widen it!

A campaign that’s inspired me

“Nothing Fills A Hole Like Pot Noodle” — Pot Noodle



Nathaniel Bastin

Full Stack Brand Builder | Published in “The Startup”, “Better Marketing” & “Entrepreneur’s Handbook” |