Diminishing differentiators

Walking down the Brigade road this weekend, it dawned upon me that with the world getting increasingly networked, it is also giving rise to homogeneity. Why Brigade Road triggered such a thought? The ‘on your face’ branding on both sides of the narrow road, which is not significantly different from the mellowed branding in now ‘under construction’ Indiranagar. KFC, Levis, Pizza Hut, Nike, Louis Philippe etc don the congested stretch. What’s more – most of these sought-after brands don the landscape of Pune, Mumbai, Chennai and other cities across the world. Didn’t we expect globalization to bring in diversity – heterogeneity? Does it also imply that the more differentiators we try building, the more homogenous we become?