Spot the Difference
13 Dec 2012|Cultural Insight Team
In our role as brand analysts, we often look at a brand’s competitors to assess the landscape of a category. At its best, this can inspire innovation in pack design and communications. We love it when brands can break category conventions by finding new opportunities within a tired category. Looking at niche or boutique brands can unlock new ways of thinking about a more established brand.
At its worst, only looking at the land of related brands runs the risk of simply playing back what other brands are doing rather than finding an original idea. It’s this feedback loop which makes the laundry detergent aisle at your local supermarket the parade of anonymity it is today.
Case in point, Baylis and Harding seem to be taking competitor analysis to a whole new level. Can you spot the difference? Neither can we…prev next