Just Noticeable Difference (jnd) is a scientific term that describes the minimal amount of change in a  stimulus it takes to be perceived.  For example, how much louder does a sound have to get or how much  heavier does an object have to be for you to notice the difference? But it may also be a good way to think about the dynamic between audiences and brands. Psychologists have suggested that as much as 95 percent of human behavior is controlled by the unconscious mind; we are creatures of habit that learn quickly to tune out what we don’t need. So, in a sea of marketing sameness, audiences tend to ignore the familiar and pay attention only to what they notice as different. Just being wildly different for the sake of standing out, however, can sometimes be confusing for audiences. Often it’s a brand’s Just Noticeable Differences that audiences connect with most.

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