It’s surprising how often I see “me-too” brand strategies – across industries, across continents. Too many are built in collaborative workshops, full of buzzwords, shaped by consensus rather than conviction. The result? Brands that sound and look the same. And when everything blends together, nobody stands out.

A strong brand is a growth engine. Instead, many have become wallpaper—present, but ignored. It’s no wonder so many brands fail to cut through, or worse, fail to add any real value to the business.

Yes, it’s harder than ever to own a truly unique selling proposition. Markets move faster, competitors copy quicker, and customers have more choice than ever. But that doesn’t make differentiation optional. Lacking a point of difference is not a marketing issue—it’s an existential risk.

And let’s be clear: this isn’t just about spending more on marketing or design. It’s about doing the hard work—interrogating what your business really stands for. Your values. Your mission. Your purpose. Your proposition. Then making sure those things actually show up—in your products, communications, pricing, service, and every customer touchpoint.

From my time in the tyre industry, I saw what happens when that discipline disappears. When brand owners stop investing in development and drift away from their core values, the result is predictable: commoditisation. When everything looks and feels the same, price and availability become the only battlegrounds. That’s not a sustainable growth model; it’s a race to the bottom.

The automotive industry is now at a similar crossroads. Years of underinvestment in brand, bland design, and “sales push” strategies have left the door open for new entrants—brands who offer the same, or slightly better, for less. Interestingly, many of those new players are now repeating the same mistakes. Competing on price and distribution might deliver short-term results, but what’s the long-term plan?

There are flashes of hope. The excitement around the new Renault 5 and Nissan Micra is telling. Both go back to their roots, confidently expressing who they are and what they stand for. That’s what brand clarity looks like. But let’s be honest—where has that clarity been for the last two decades? Without badges, could most people tell a Renault from a Peugeot? Probably not. The mid-market has blurred into one big, indistinct mass. And even the newcomers often feel like copies of the “legacy” designs they’re trying to replace.

The pattern isn’t limited to cars. Even tech start-ups, often hailed as disruptors, fall into the same trap. They focus on features and funding, rarely pausing to define their brand’s value or point of view. The product may be new, but without distinction, it quickly becomes just another option in an overcrowded category.

So here’s my advice—to business leaders, founders, and marketers alike: take your brand seriously. Decide what makes you different. Have a point of view. Know your audience. And then, most importantly, stay true to it—with conviction.
That’s how brands create value and how they drive real, sustainable growth.

Author: Neil Burrows
October 2025