The Strategy to ESCAPE Competition and Build Creative Monopoly for Challenger Food and Drink brands - Alex Smith
HUNGRY.
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The Blending Phenomenon
I'm sure you've heard about the branding phenomenon. It's basically this sort of like propensity that brands are starting to look more and more alike. The blending phenomenon is a direct consequence of the fact that the founders are basically all give or take the role the same people. Like every brand is, every brand is different, but they're all the kind of like the same because every founder is different and they're all kind of the same. And so we're all creating in the challenge brand world,we're all creating the same brands. So that is a big, big challenge for founders that they got to consciously break themselves out of that and become more and more weird.
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