Imitation is the most sincere form of … stupidity — in marketing, anyway.

Take two competing brands in any industry that you can think of. Same product. Same target, of course. Similar price. The natural inclination is that their branding efforts would be similar, as well. At least the one in second place would imitate the leader, doing what it does to reap the same rewards. That imitation inclination would be a mistake.

The bad news is that No. 2 can never have the same brand position in the consumer’s mind as No. 1. A brand can’t own a position that is already taken by another. The good news is that No. 1 can’t own the brand position that No. 2 occupies either. And while it’s only good for second place today, the brand can be repositioned and claim the top spot while maintaining a distinct identity that doesn’t emulate its competitors.

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