Lets talk about something different, similarity! Groove Armada said it in their song ‘if everybody looked the same, we’d get tired of looking at each other.’ Look around you, we do look the same. Coffee shops on the high street, marketing agencies, bottled water, training companies, banks, solicitors. Just go and compare these two sites; www.hellyhansen.com and www.musto.com and you’ll get a flavour of what I mean.

When your competitive advantages are the same, you have got to approach how you engage with your market place better, which is why I keep banging on about customer experience. Here’s a suggestion. Set up a new project team that meets on a regular basis. Make it cross functional and call it the ‘Disruptive Team.’ Their job, to disrupt the status quo, to discover what TRULY makes you different and to guide you swiftly away from similarity.

Undertaking something like this won’t destroy your brand, indeed, it might just be it’s saviour.