DAY OF THE CLONES
By Simon Silvester
The human brain
is drawn to
like a moth to a
It is the most
But also the
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,
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
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