Indispensable Brand

According to market research conducted on more than 6,000 brands over a 10-yearperiod, the proportion of people willing to endorse any brand as different fromother brands is extremely low. Over the past two decades, a relentless focus ondigital activation—without equal effort on establishing differentiatedpositioning—has made even once-great brands indistinguishable from the pack. Theresult: an en...