It's all about "point of difference" old boy. Why would someone change brand for something that is ostensibly the same. Where is the incentive. It's marketing 101 - provide an offering with a point(s) of difference to be able to drag the punter away form their usual spending habits and choice of brand. "Subtle" does not break deep seated buying patterns.
One word, FAMILIARITY. Familiarity is comforting, there are many customers who will purchase a particular product from a particular company simply because it is familiar to them; Because they know what to expect, even if they don't like the company. If you can supply a product that is similar to your competition then you effectively piggy back off their branding. Then the small differences become the main selling point. Straight away you have the attention of the budget concious and accounting departments, as well as anyone who is unhappy with your rival. If you can claim to be a better corporate citizen than an Australian icon, then you've sealed the deal. Either that or the icon buys you out.
It's the same in the corporate advertising nature of politics. In 2007 Labor won an election by being very much like the Government on virtually every policy, but with one simple difference, no work choices.
When McDonalds spent a zillion advertising the new 'Mighty Angus' burgers, sales went through the roof and Hungry Jack's were suffering. So what did they come up with? The 'Angry Angus'
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Switch on your TV in the morning and channel 7's 'Sunrise' program follows the exact same format as Channel 9's morning program.