Day of the clones
Simon Silvester
Tom is a brand manager. His approach is thoroughly professional. He's searching the world for best practice, and is bringing it to his brand. He's also benchmarking his brand against competitors, making it look as good as they do. And he's optimising his communication plans, ensuring they're best-in-class.
'Seeking best practice', 'benchmarking' and 'best-in-class' sound important. But they all mean Tom is copying his competitors. And because his competitors are professionals too, they are copying Tom back. In today's world, everyone is searching for the same best practice. Everyone benchmarks against each other. And...