Autor: Mitch Duckler

According to market research conducted on more than 6, 000 brands over a 10-year period, the proportion of people willing to endorse any brand as different from other brands is extremely low. Over th …

In his 2019 book, The Indispensable Brand, Mitch Duckler took major brands to task for the "identity crisis" they faced with so many of them indistinguishable from one another, failing at a …