Simon Walter, Dr.

Chief Brand Officer
Project A

What convention in your discipline are you disagreeing with at the moment?

I think the concept of brand differentiation is overrated. Of course, "same, same" isn't a compelling value proposition, but being different simply for the sake of it won't do the job either. It's more important to be relevant and authentic. Brands have to stand for something and hence stand out in the market. Brands should aim for distinctiveness, not differentiation.