The urge to copy
March 31, 2009 | Author: Tim Williams
In every category, it's virtually inevitable that the brands and companies that market them will become more and more alike. In the seamlessly connected world of today, this phenomenon is both accelerated and exaggerated. Studies show that an increasing number of categories are becoming more commodity-like in the eyes of consumers. In categories ranging from home improvement to insurance, brands are seen as becoming less differentiated.
The copying mechanism
The underlying explanation is the "copying" mechanism that has allowed humans to survive and evolve for the past few millions years. The work of social observers like Mark Earls demonstrates the simple truth that humans are social creatures, not independent agents, and...
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