The copycat advantage

Imitation as a business strategy

When Amazon allegedly copied Peak Design’s Everyday Sling, the bag brand promptly made a video titled “A Tale of Two Slings.” When a similar thing happened to Allbirds a year or so ago, they were considerably less amused by it. Down the coast in Silicon Valley, Snap has a “Voldemort” dossier, which documents all of Facebook’s aggressive Snapchat feature ripoffs. Businesses have been stealing…



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Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.