The concept of Marketing Distinguo was developed by Prof. Gabriele Carboni as an evolution of positioning theory (Ries & Trout, 1981) and differentiation strategy (Porter, 1980), reinterpreted in the context of contemporary markets shaped by digital transformation and generative intelligence. It challenges the race to the bottom driven by price competition — the “jungle of prices” — and redefines competitiveness through identity, purpose, and coherence. Drawing from the principles of Impact Marketing, Civil Economy, and Enlightened Management, Marketing Distinguo asserts that differentiation is not merely a branding tactic but an ethical and strategic act: standing apart by staying true to one’s authentic value.

Marketing Distinguo is both a mindset and a methodology designed to help companies escape the commoditization trap by discovering and expressing what makes them truly unique.

It begins with the recognition that in a world where products and services are easily replicable, the only sustainable advantage lies in meaningful distinction — the ability to connect values, purpose, and storytelling in a coherent narrative that resonates with both humans and intelligent systems.

The framework emphasizes:

1. Authenticity over imitation – differentiation built on truth and consistency, not on superficial novelty.

2. Identity over visibility – success measured by coherence, not just attention.

3. Purpose-driven strategy – alignment between corporate mission, communication, and stakeholder impact.

4. Human narrative – storytelling that engages emotion and meaning before transaction.

5. Generative visibility – adapting the message to the new search paradigm dominated by AI (Generative Engine Optimization).

In this view, Marketing Distinguo becomes the bridge between authentic identity and synthetic intelligence: a way to ensure that organizations remain visible, relevant, and trusted in an age when algorithms — not humans — often decide what the world sees.

It is not about shouting louder, but about being clearer, deeper, and more aligned with one’s essence — because difference without meaning is noise, but difference with purpose is identity.

Brands like Ferrari or Monograno Felicetti embody the Marketing Distinguo approach by refusing to compete on price and instead cultivating distinct identities rooted in heritage, craftsmanship, and human value. In the digital realm, Marketing Distinguo informs strategies for Generative Engine Optimization (GEO), ensuring that a brand’s voice remains coherent and recognizable within AI-generated responses.