The Book Of Same

Take a look at the image below. These are different private home care providers in Ireland, yet the visual DNA is virtually identical. The imagery features warm photography of smiling carers with elderly clients. The messaging uses reassuring language focused on personalisation, dignity and independence. The aesthetic relies on similar soft colour palettes and layouts designed to project trust. The Emotional Blindspot For a family in the middle of an emotionally charged searc

Take a look at the image above. It represents a snapshot of Ireland’s mortgage sector a "mirror effect" where brands have become visually indistinguishable. From major banks to boutique brokers, the creative strategy is identical: Brand A: A young couple on a sofa. Brand B: A young couple on a sofa. Brand C: A young couple... you get the idea. The Branding Blindspot When every player in a sector speaks with one voice, they stop promoting their own brand and start promoting th

Misattribution is running rampant through Irish advertising. We call it the Sea of Sameness. Look at the image below. It’s a snapshot of the Irish Solar sector. - Same blue/green gradients. - Same "Save €X" messaging. - Same "Ariel view of a semi-detached house" hero shots. - Just look at those lovely graphic swooshes! When a sector speaks with one voice, you aren't just wasting your budget, you are actively subsidising the market leader. What's the cost of being generic? Res