Why being better is more important than being differentiated

The sacred mantra of marketing is that a product, to be successful, should be differentiated from all others. Uniqueness is key to the success of a brand. After all, if your brand is not differentiated from anyone else’s, if it offers the same generic benefits offered by all your competitors, why would anyone buy your brand? The logical question then is, if differentiation is so crucial to product success, why are brands becoming less differentiated? And why are similar brands very successful, claiming top spots in their category?

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