Most brands are unoriginal.

Rather than doing the difficult, hands-in-the-dirt work of developing a unique brand identity, they copy all the other brands in their space. With time, this creates a sea of sameness that stretches across the entire industry. To see this phenomenon with your own two eyes, walk the aisles of a supermarket. All the toothpastes looks the same, as do the spices and the sauces and the sodas and the snacks and the garbages bags and the detergents and so on.

I don’t fault these brands. Choosing to be on the side of the majority is safer, after all. However, if you want to create a brand that is like nothing your industry has ever seen before, you must go where nobody in your industry will go.

You must take to heart the words of the writer Charles Bukowski…

"Wherever the crowd goes, run in the other direction. They’re always wrong."

Otherwise, you risk looking like everyone else. Which is to say you risk extinction.