---
title: "Photocopies of photocopies: escaping the culture of sameness in digital’s golden age · Appnovation"
url: "https://www.appnovation.com/news/photocopies-photocopies-escaping-culture-sameness-digitals-golden-age"
description: "Photocopies of photocopies: escaping the culture of sameness in digital’s golden age"
---

News Culture Retail & Consumer Goods User Experience & Interaction Design 

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

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

![Four people wearing near-identical jeans and sneakers](https://cdn.sanity.io/images/ey850001/production/db1ed91f879aa1ed9ca9925559260714a127e858-1200x644.png?w=1600&auto=format) 

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)](https://www.linkedin.com/in/ACoAAAF4vg8BaQEyq1B8mipEVUkXVPvxg2bwq6g?lipi=urn%3Ali%3Apage%3Ad_flagship3_detail_base%3BbZ%2F%2BRoi7TD%2BEXiK2NpU4CQ%3D%3D) explores how differentiation through purpose will help brands escape the sea of sameness.

## At a glance

Type

News

Date

Feb 24, 2022

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