How brands can avoid the curse of convergence
As much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
Marketers don’t set out to make their brands virtually indistinguishable from all the others in the sector. At least, most don’t. There will admittedly always be some for whom copycat, me-too, status is a fair objective, with an open policy of flagrant imitation of success.