Differentiation can be daunting

10/30/2008 | Adweek

Marketers and copywriters are afflicted by a compulsion toward conformity and sameness, asserts Greg Ippolito, director for creative and strategy for Harte-Hanks Direct. He recounts several episodes in his career when marketers who would have benefited from carving out a unique niche for themselves chose instead to follow the crowd.

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