Avoiding Brand Collision- Part Two
Brands collide not because everyone is trying to fit into the same spot, but because no one in the pileup has any idea where they are going.
Last week, I gave an example of brand collision: when two different products end up with the same or similar branding. At the very least, this is confusing for the consumer and has the potential to weaken both brands. In some cases, the collision can be downright embarrassing.
I talked briefly about how to avoid such an occurrence, but today I want to go a little further. It’s easy to spot overlapping taglines using Google, but those are really just the symptoms of a larger problem.
With a list of some 20+ businesses that all use similar slogans, it’s clear that not all of them can possibly be doing the same thing. They throw around the same buzzwords because they have nothing specific or extraordinary to say about themselves.
Brands collide not because everyone is trying to fit into the same spot, but because no one in the pileup has any idea where they are going.
