The Grocer has published a write up about the review of research around lookalikes that we commissioned to challenge legal assumptions on copycats.

We commissioned the review of evidence on ‘the psychology of lookalikes’ to challenge the legal notion that having a different brand name is sufficient to avoid customer confusion or deception.

Our legal system has long recognised brand names as the most important identifying trait for recognising a product. However, the report sets out the evidence that contradicts this and instead suggests that consumer choices are more influenced by a range of other factors, including colour, shape, and packaging design.

We commissioned the report so that brand owners, lawyers and judges are all up to date on the latest consumer science.

Geoff Steward is quoted in the article which can be accessed here, and the report itself can be found here.