Dare To Be Different

Stalking the market leader can be a big mistake for
challenger brands.

Just like real life stalkers, those involved in a commercial
chase can become obsessed. Nothing else matters but
to take the crown and claim the glory.

It’s a dangerous position to be in because the challenger
often starts to emulate the market leader.

Without even realising it, the No2 begins to look like
theNo1. Tone of voice becomes the same, advertising
styles look similar and routes to market begin to merge.

Differentiation is the only way to win the race. Dare to
be different to claim the throne!

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