Mythbuster: The mantra that 'mine is different'

Les Binet and Sarah Carter

This article challenges the idea that commonality between markets, countries and users cannot be found.

Mythbuster: The mantra that 'mine is different'

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the mantra that 'mine is different'.

A few years ago, we were working on a leading financial services brand. Our main client contact there was a smart data analyst who prided himself on his intimate knowledge of the brand and its millions of users. The brand had started to show signs of stalling and our analyst client was charged with finding out why, with our help. We...

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