Branding on a Shoe String

Yet as I write this, five different computer catalogs stare back at me from my desk. All use bright colors, screaming headlines and covers packed with products, each competing for the viewer’s attention.

To even the seasoned buyer, these five catalogs are indistinguishable from one another. Swap their logos, and you’d have a nearly impossible time telling them apart. They have little or no unique brand identity. I predict within the next few years, half of them will disappear from our mailboxes, victims of “me-too” branding.