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...