Copycats do not add value or innovation

Followers of the market might be willing to let others take the risk of launching a “me-too”, once a formula has proven successful (MW December 5). However, an important distinction needs to be drawn between copying the idea and copying the packaging.

Packaging is an integral part of the brand, which provides a signpost of a product’s characteristics, quality and heritage. Copy the signpost and shoppers are misled. Similar packaging prompts mistakes and dupes customers into thinking the two offers come from the same company. While the competitor may get a free ride on someone else’s reputation, the original loses its distinctiveness and the shopper ends up being deceived. This is no way to deliver choice, innovation and value to customers.

While launching a me-too may be defensible, dressing it up in copycat packaging is a con.

John Noble

Director

The British Brands Group

London W1