1) Brands lose their uniqueness<\/span><\/p>\n Local car dealerships are notorious for this. One dealer says they<\/strong> have the best price, service, and selection<\/span> around. The next dealership says they have even-better<\/strong> prices, services, and selection. Soon, all of the dealers are saying the same thing.<\/p>\n Then, it becomes a battle to say it louder, and more often<\/span>, than everyone else.<\/p>\n The consumer is the one that gets lost. They don\u2019t see a benefit to any of the dealerships because they all say the same thing, the same way<\/span>.<\/p>\n No one starts a new business wanting to be just like everyone else; without a codified brand identity, most brands unknowingly slip into obscurity despite their original intentions.<\/p><\/blockquote>\n <\/p>\n 2) Brands respond poorly to their competitor\u2019s claims<\/span><\/p>\n The brands that build brand equity the best know how that the best reply to your competitors claims is to be more of who you are.<\/p>\n Look at Apple<\/span><\/a>, as an example. After months of Samsung <\/span><\/a>ads depicting Apple customers as blind sheep who don\u2019t know that a better product has already existed for months, Apple responds with their Christmas ad, called \u201cMisunderstood\u201d. By the time the ad ends the audience knows that it isn\u2019t screen size, processor speed, or placement of the headphone jack that makes the iPhone amazing; it\u2019s what you can do with it.<\/p>\n Apple knows very well who they are. That dictated their response.<\/span><\/p>\nThere is no differentiation.<\/h3>\n