Same, Same, Same – How Competing on Sameness is Making Marketing Stupid

As consumer markets evolve, the once-bright shine of many brands is starting to fade, leaving behind a blur of indistinguishable offerings.

Whether it’s beverages, technology, or even travel experiences, brands across categories struggle to create an impact that resonates.

Why has this epidemic of sameness gripped so many industries? The answer lies in a growing tendency toward uniformity, driven by the race to match competitors’ features and one-up their incremental innovations.

Ironically, this obsession with keeping up has resulted in many brands losing their individuality, leaving consumers disengaged and indifferent.

The Problem of Imitation and Conformity

Consider the smartphone industry. Nearly every major brand touts features like fast charging, enhanced camera setups, and sleek designs.

Once Apple introduced its face-recognition technology, manufacturers like Samsung, Xiaomi, and OnePlus followed suit, rapidly erasing distinctions. Similarly, streaming platforms like Netflix, Disney+, and Amazon Prime now boast exclusive content and personalized recommendations. Yet, the more they replicate each other, the harder it is for consumers to differentiate truly.

Another example can be drawn from fast-food chains in India. Domino’s pioneered “30 minutes or free” delivery, but now nearly every player, including Zomato and Swiggy, promises speed. McDonald’s and Burger King soon mirrored McDonald’s focus on affordable combos. The result? A race to the middle, where brands blur together rather than standing out.

How Uniformity Dilutes Differentiation

In the beauty industry, a once distinct premium segment is falling prey to what might be called “luxury commoditization.” High-end skincare products across brands now promote common attributes: organic ingredients, cruelty-free certifications, and minimalist packaging. While these elements may raise the overall category standard, they make it difficult for any brand to carve out a unique space.

The same phenomenon has taken root in the automobile sector. Whether it’s electric vehicles, hybrids, or SUVs, car manufacturers worldwide are converging on similar specifications. Features like long battery life, autonomous driving, and sleek interiors are now table stakes rather than points of difference. The result? Few brands create the emotional connection needed to turn consumers into advocates.

The Need for Bold Differentiation

True brand magnetism requires bold choices and deliberate differentiation. For instance, Dyson’s entry into the Indian market showed the power of standing apart. While other brands focused on affordability in household appliances, Dyson positioned its products as aspirational and technologically superior. It avoided chasing “value-for-money” comparisons, creating a devoted, premium fan base.

In contrast, when local apparel brands like FabIndia or Taneira celebrate artisanal craftsmanship and regional identity, they differentiate themselves from the global fast-fashion giants like Zara or H&M. These brands demonstrate how embracing cultural roots can result in lasting loyalty.

Avoiding the Trap of Feature Mimicry

When brands focus solely on countering competitors, they risk diluting their identity. Consider beverage brands in the Indian market. Initially, Paper Boat disrupted the space by emphasizing nostalgia and regional flavours like aam panna and jaljeera. But as others rushed to replicate this idea, Paper Boat doubled down on its storytelling and unique packaging, ensuring it maintained its edge.

Similarly, AirAsia redefined budget air travel in Asia by offering affordable flights and excellent service. Instead of imitating rival carriers, it built a strong brand by celebrating a traveller-focused philosophy.

How to Escape the Comparison Trap

To truly stand apart, brands need to think differently:

• Prioritize Subtraction Over Addition: Instead of adding features, focus on removing unnecessary ones. Minimalist brands like Muji thrive on the principle of “less is more.”

• Celebrate Polarization: Taking a stand can help brands cultivate passionate loyalists. For example, Patagonia’s activism against fast fashion has earned it a devoted following, even at the cost of alienating some buyers.

• Craft a Mission-Driven Identity: Brands with a higher purpose naturally attract advocates. Take Chumbak, the Indian lifestyle brand which celebrates quirky, local-inspired designs. It doesn’t merely sell products; it sells stories.

Building Emotional Relevance

Modern marketing’s ultimate goal isn’t just to sell—to inspire loyalty that transcends the product. Take Amul, whose witty advertisements connect deeply with the Indian zeitgeist, or Tesla, which has cultivated an almost cult-like devotion among fans. These brands have succeeded not by copying others but by creating emotional touchpoints that spark conversation and advocacy.

Conclusion: Break Free from the Herd

Brands don’t succeed by blending in—they succeed by standing apart. By resisting the urge to copy competitors and embracing what makes them unique, brands can reignite consumer passion. Whether through storytelling, purpose-driven initiatives, or bold innovations, the path to lasting magnetism lies in daring to be different.

In a sea of similarity, the outliers and iconoclasts are the ones that rise to the top. It’s time to escape the herd and embrace what differentiates a brand.