‘Brand identity’ needs a rethink

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There is a vast array of car manufacturers kicking around today, and due to the ever-broadening growth of electric cars, a number of prospective new entrants (vacuum maker Dyson, for instance) poised to enter the fray. And yet the car business is simultaneously homogenous. Cars are ever more similar and inter-related, through direct joint-ventures between rivals or stable-mates alike, and via shared components provided by huge suppliers.

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