Day of the Clones

Simon Silvester

According to Simon Silvester, differentiation is vital to marketing but few companies ever measure it on their brands.

Day of the Clones - Either a brand is different or it is dead

Simon Silvester

The human brain is drawn to differentiation like a moth to a lightbulb. It is the most important factor in marketing. But also the least measured.

Differentiation is vital. It is the lifeblood of all marketing. But few companies ever measure it on their brands. And in most companies, what doesn't get measured, gets ignored. As a result, their brands are becoming the same as their competitors: clones of each other.Clone brands are often big, familiar, household names. But...

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