Aping Other Brands? Think Again!
~Nisha Ghanshani
We always puzzle me. Let me elaborate how. Each one of us is unique, possessing distinct qualities, abilities and even quirks. Yet, throughout our lives we try to fit into the world's definition of "normal," to fit in, to be regarded as one them. But that's not all. What is even more surprising is that no sooner do we begin to blend in with the crowd, than we want to break away from the mould. If this is not paradoxical, then I don't know what is. However, if you too think that this is paradoxical, wait till you see the same irony all around you.
Let us take the example of brands. Each brand has its own strengths, its own reputation, a unique value offering and a distinct brand experience. Yet, each of the smaller brands, blindly imitate the leaders in their segment, in order to blend in with the biggies. The bigger brands on the other hand are constantly trying to reinvent themselves in a bid to break the mould and rejuvenate consumer interest. Both the leaders as well as the followers, unsatisfied by who they are, are undergoing constant change.
The result- The leaders in a bid to relentlessly revive themselves, often lose their original identity as well as their core strengths and value proposition. Consumers can no longer identify with the brand attributes or the brand values and they switch over to smaller players. These smaller brands i.e. the followers in the particular segment are trying their level best to emulate the ever-changing leaders, causing even more confusion. When the consumers witness the sorry imitation, they become disillusioned even with the smaller brands. Their wants and needs are not met and consumers are dissatisfied. Even so, brands still wonder why consumers are acting like insatiable brats.
This, when brands themselves have forgotten that being yourself and not someone else is what gets you to the top. As Mark Twain put it correctly, "It were not best that we should all think alike; it is difference of opinion that makes horse races." If all the brands in the marketplace start looking, acting and feeling alike, consumers are disappointed. They have no choice but to have the same kind of chocolate, the same kind of cola or the same kind of cereal; irrespective of the brand. This homogeneity of brands is what causes them to be put in the time machine called imitation and be transported back to the time when no brands existed, just products.
The above phenomenon can be observed in a lot of the brands in many product categories and must be stopped. If this continues the time machine of imitation may take the brands back not just to the era when they were products, but also probably to the age when dinosaurs ruled the earth.
[The picture used in this article has been taken from the photo library of stock.xchng.]
Other Articles by Nisha Ghanshani
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