A similar-looking launch can be a product story. It can also become a brand strategy story.
When multiple products look remarkably similar, consumers have every reason to compare them. That makes the brand's own voice, community and differentiation more visible than ever.
A supplier can make a product. It can't make the meaning people attach to your brand. The hard part is creating a reason for someone to choose yours beyond the packaging or the trend of the moment.
The interesting question is what a brand owns that a supplier, or a competitor, can't easily reproduce. That's the kind of differentiation worth investing in.