Fancy a game of catch-up, anyone?
When something as 'revolutionary' as self-driving cars or AR hits the market, it's no wonder everyone wants in. For brands, these new developments in technology are a way for them to stay relevant in the market. No one wants to buy a has-been - regardless of where they fall on the adoption scale (early, late, laggard, etc.) consumers tend to like new things because who doesn't get excited about something new?
However, there is a fine line between working towards innovating or updating and simply copying others.
Facebook and Snapchat are a prime example. The two social media platforms have been going head to head for months now. Everything that Snapchat has, Facebook wants too and it's painfully obvious. Each update that Facebook releases comes hot on the heels of Snapchat and offers little variance. Facebook might be getting a leg up with Facebook Spaces but only time will tell.
In the end, it comes down to going left when everyone is going right. What works for one brand might not work for another and in fact, it shouldn't. The strongest brands are the ones that have a very specific identity. Two brands can both use AR but they've got to do it differently from one another. If they don't, then what's the point?
To stay ahead we're making it a weekly habit to digest x5, produced by Saurabh Ananth at Dx3.
Read up below. It's not enough to say what matters; the gold is in why it matters.