The Scribbler

20 February 2008

Is imitation really the sincerest form of flattery?

Filed under: Marketing — The Scribbler @ 23:10
Tags: , , , ,

I caught the new Ford TV advert this week.

Not a bad idea I thought, but not as good as the Sound of Honda.

Honda has created some very clever, eye-catching television adverts over recent years. So when I start to watch an advert that’s a bit quirky, I instinctively start to think of Honda. That’s a really powerful bit of brand association. (But I still drive a Mini!)

Familiarity can be a good thing for a brand, but what happens when you start to see the same thing everywhere?

Innocent is a brand that’s really established a strong identity through its tone of voice (which I have to admit I love). But now it has its imitators. Barclays seems to be trying to adopt a more ‘innocent style’ and fellow smoothie makers PJ’s are desperately trying to catch their cheeky, fun, irreverent tone (but not quite getting it IMHO).

So what happens to the Innocent brand if one element of its uniqueness, is no longer so unique? Will their smoothies be diluted by these pale imitations? Or are the other brands just savvy by trying to sparkle in their reflections?<

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