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