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.

DAY OF THE CLONES

By Simon Silvester

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 they struggle to attract customers.
And to keep those they have.
They cannot extend into new areas.
And their margins are low.
They represent a kind of living death in modern
commerce.


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