Being a ‘me-too’ brand is more desirable than it sounds
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
If brands had feelings, the unkindest epithet you could deploy about any one of them would be ‘me too’. That would hurt – like commenting on your fashion-conscious friend’s ‘sensible shoes’.
Brands, as any sentient member of the species would guardedly attest, are supposed to be differentiated, disruptive, revolutionary: always actively shaking things up. In that context the snippet ‘me-too brand’, heard from a member of the marketer or agency team, would come over less like a description than a diagnosis.
That’s not how it looks from the consumer’s point of view, though. The ‘levelling up’ of brands within a category is a sign of competition at work. If brand A makes a meaningful improvement, brands B and C have little option but to follow suit. With the three once more on a par, the only way for any one to steal the consumer’s affections is to innovate again – ensuring the continuous improvement that marketplace competition brings.
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