Have you noticed how ALL of the major Australian supermarket chain brands have a tagline or current advertising campaign that focus on "low prices"?

They check their prices against their competitors. They have been the cheapest for the last however many years. They help you save everyday. Regardless of what other differentiation points they may have (freshness, community focus etc), the trumpeting over their cheapness overwhelms all other messages.

No wonder there is zip zero nada differentiation between these behemoths. No wonder customers drift from one special to another, showing no noticeable loyalty to any.

Fear and short-term money focus strikes again. All the stores look the same, carry the same products, similar "savings", similar advertising. One day, they will all merge into the one single bland brand - and we won't even notice!