Photocopies of photocopies: escaping the culture of sameness in digital’s golden age

Digital technologies promise almost unbounded potentials for innovation and differentiation – so why do so many brands look, feel and sound the same? In a highly crowded, fast-paced sphere, it’s all too easy for every customer interaction to feel like a photocopy of a photocopy, lacking any sense of freshness. Against this backdrop, purpose-driven values that create an emotional response can help a brand gain definition.

In a recent article in The Drum, Appnovation's European Lead of Strategy Richard Palmer (opens in new window) explores how differentiation through purpose will help brands escape the sea of sameness.