For most marketers it goes without saying that your brand needs to differentiate to be bought. But this is romantic make-believe. What “reason” does anyone have for choosing Pepsi over Coke or American Airlines over United Airlines?
Markets continue to show that competitive brands are mostly very similar. Any difference between brands that is important to sales gets copied very quickly. The advantages of being an early mover are not guaranteed. Competition will also learn from the innovator’s mistakes, and try harder anyway.
Minor differences between brands are generally not deemed important enough to be described on the packaging, mentioned in the advertisements, or copied by the competition. So consumers are left to choose between what seem like largely substitutable, similar offerings
Use Shopper's Voice and save money at the same time be substantially more effective!
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