This paper argues that the most important thing for a brand is its differentiation from others; yet it is less and less being achieved, because all the marketing pressures (best practices, benchmarking, best research, management practice etc.) impel towards brand cloning: effectively, competitors copy each other.
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...
