Are we creating a world where every brand is becoming the same? And worse, does
By Lynseysweales · October 13, 2026 · Curated by George's Blog
Are we creating a world where every brand is becoming the same? And worse, does anyone actually care?
I've been banging this drum for years, and a conversation at The Digital Shelf Institute Summit Europe last week made me realise I'm certainly not alone.
Firstly, Lauren Livak Gilbert, you smashed it again! Brilliant speakers, great conversations and plenty to think about.
But one of the final discussions with Jason Simpson Guy Keeling and Charlotte B. really struck a chord with me.
We have some of the world's biggest brands, with incredible histories, brilliant products and talented people.
Yet so many are starting to look, sound and behave exactly like their competitors.
Why?
Because we're so busy looking at what everyone else is doing that we've forgotten to look at ourselves.
What do we actually stand for? What makes us different? What do our customers genuinely value?
Instead, we're watching competitors, following the same playbooks and chasing the same trends.
And somewhere along the way, we're losing what made these brands special in the first place.
I've said it before, and I'll say it again. Purpose and values aren't words to put on a wall. They're what should drive your business.
From leadership decisions and product development to how your people behave and, ultimately, how your customers experience your brand.
Look at Patagonia. Cotopaxi. Who Gives A Crap.
Very different organisations, but they know what they stand for. And importantly, their customers know too.
I genuinely believe some of today's biggest brands won't be around in 5 years if they don't reconnect with their purpose, values and customers.
And that brings me to another point from the event that really resonated.
We have more customer data than ever before. But do we actually understand our customers any better?
We can optimise the digital shelf, invest in AI, analyse endless dashboards and obsess over what competitors are doing.
But are we asking the most important question?
What does our customer actually want, and why should they choose us?
After 26 years of working with brands, I'm more convinced than ever that customer understanding, purpose and values need to be at the heart of commercial strategy.
Because when you lose those, what are you left competing on?
Price? Promotions? (thats a race one way and not in the right direction!) Who can shout the loudest?
Here's a question I'd love more leadership teams to ask themselves:
If you removed your logo from everything you do tomorrow, would your customers still recognise your brand?
Or could it be absolutely anyone else's?