Distinctive BAT is a Distinctive Asset focused research consultancy that helps brands measure and track their distinctive assets. It aims to cultivate distinctive brands through a global showcase of best practices and best-in-class distinctive assets, while providing tools to evaluate and measure DBAs. It works with brands globally across all categories, helping leading organisations such as LinkedIn, Lipton Tea, Kenvue, Molson Coors, Audi, and Kellanova, among others, improve their application of Distinctive Brand Assets.
Distinctive BAT was founded by Cathal Gillen (LinkedIn) and Matthew Ovington (LinkedIn), who met while working together client-side in a major distiller. They saw the potential in building a focused DBA consultancy, built on the bedrock of the great thinking coming out of the EBI, but with a custom methodology and approach that organisations of all sizes could utilise. The approach is built on the foundations of recognised distinctiveness research, but it has been elevated to provide more actionable insight. Through a deep specialism, Distinctive BAT provides its clients with the data, insight, benchmarks and tools to improve levels of distinctiveness.
Distinctive BAT, together with its sister consultancy Salience Plus, specialists in Category Entry Point research, provides expertise in Mental Availability research and tracking. Headquartered in Ireland with offices in London and New York, they help brands worldwide strengthen and grow their Mental Availability.
