Copycat advertising

Watch carefully

It’s bad enough copying competitors’ products and selling a me-too. But when your advertising starts looking like the competition’s, you’ve really not done your homework.

Banking is a low-involvement sector to lots of consumers, as with many everyday services, especially when they don’t want to pay for it. So I wasn’t exactly looking for this latest marketing mishap.

But it jumped out at me!!

Why? It was on exactly the same poster site as a campaign I noticed last year and uses exactly the same visual idea.

In the same sector of industry.

Not a teaser campaign like the one I’d seen before.

Don’t blink now

But using the same visual cue to reflect the logo:

  • the citibank arch (the curve over the logo) is reflected in the winking eye
  • the PSD bank arch (also a curve over the logo) is also reflected in the winking eye.

Oops!

PSD – do your homework. Or if you’ve not got time, get your advertising agency to do their homework!

Companies that use the same advertising ideas as competitors are in danger of becoming interchangeable…

Unless you’re clearly targeting men who fancy blonds, and not brunettes.

Alex Woodruff

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