Mimesis: meaning, working & application in (online) marketing

Introduction

Why do successful companies so often look alike? Whether it's streaming services that follow Netflix, smartphone manufacturers that imitate Apple's designs, or Dutch webshop entrepreneurs who have a design that looks very much like Coolblue, imitation is deeply woven into our behavior. This phenomenon is called mimesis, the power of imitation, and is more than just a matter of convenience or lack of originality. According to the influential thinker René Girard (1961), our desire is even largely determined by the behavior of others: we want what others want.

For entrepreneurs and marketers, this concept offers powerful insights: why does imitation work so effectively, how can it be used consciously, and-perhaps more importantly-when does imitation lead to dangerous pitfalls?

In this article you will discover exactly what mimesis means, how it can increase your business success and how to prevent your business from being lost in a sea of sameness.

Meaning and historical background of mimesis

The concept of mimesis has its origins in classical antiquity and acquired different meanings over the centuries, before René Girard added a whole new dimension to it in the twentieth century.

Classical origins: Plato and Aristotle

Mimesis, Greek for imitation or imitation, was first described by the Greek philosophers Plato and Aristotle. For them, mimesis referred primarily to art and literature: artists imitate reality with their works. Plato often saw this as a dangerous deception, while Aristotle saw mimesis as a natural mechanism by which people learn and acquire knowledge.

René Girard and mimetic desire

The modern interpretation of mimesis comes from French philosopher René Girard (1961). According to Girard, imitation has much deeper roots than just learning or art; it is even at the heart of our desire. He calls this mimetic desire: we do not simply desire objects or goals, but imitate the desire of others.

Girard's key point is radical: we want something because we see that someone else wants it. Our desire is therefore never entirely original-it is always influenced by the other.

Scientific foundation: Social learning theory

This philosophical idea also finds support in psychology, particularly within Albert Bandura's (1977) social learning theory. Bandura showed that imitation is crucial in how people learn and adopt behavior. People observe role models, adopt behavior, and apply it when they see that it works.

This theory also explains why successful companies and entrepreneurs are so often copied: others imitate proven success formulas because they reduce risk and get results faster.

How does mimesis work in practice?

Mimesis, or imitative behavior, can play an important role in achieving business success, whether consciously or unconsciously. Here are some clear examples:

Social proof

Social proof occurs when people imitate the actions of others because these behaviors suggest effective, popular or desirable behavior. This explains why companies often emphasize how many customers they have or how many people recommend them.

Example: Entrepreneurs often choose the same marketing tools or platforms because successful companies also use them (think HubSpot for inbound marketing, Salesforce for CRM).

Authority and role models

Companies and entrepreneurs often follow successful authorities or market leaders. This reinforces mimetic behavior: successful role models instill confidence that imitation leads to similar success.

Example: After Apple's success with minimalist design, numerous electronics and tech companies followed a similar design philosophy (e.g. Samsung, Huawei).

Trends and hypes

Mimetic behavior reinforces trends. When entrepreneurs see that certain innovations are catching on (e.g. chatbots, AI applications or sustainability trends), they want to follow quickly for fear of being left behind.

Example: When Slack became popular for corporate communication, numerous similar tools such as Microsoft Teams and Google Chat appeared.

Mimetic competition

Imitation sometimes leads to fierce competition because companies always react in similar ways. This creates the risk of hyper-competition and lowers margins.

Example: Streaming services (Netflix, Disney+, Amazon Prime) increasingly resemble each other in offerings and functionality, making them less distinctive and putting pressure on prices.

Application of mimesis in (online) marketing

Mimesis offers companies a powerful lever, if applied intelligently. Below you can see how to use this phenomenon strategically in marketing and entrepreneurship, as well as how to avoid the pitfalls.

Influencer marketing

Influencer marketing works thanks to mimesis. By having popular or authoritative people use your product or service, you stimulate others to imitate this behavior.

• Case in point: Business influencers on LinkedIn (think entrepreneurs, authors, or consultants) often promote specific software tools or business methodologies, so they are quickly adopted by their followers.
• Practical tip: Choose influencers who actually act as role models within your target group, not just people with lots of followers.

Storytelling

Effective storytelling activates mimetic desire by showing success stories. Entrepreneurs unconsciously imitate companies with an inspiring story because they seek the same success.

• Case study: The growth of Tesla stimulated imitation of the 'success story' of sustainable business within other sectors (from electric bicycles to green energy companies).
• Practical tip: Make your company recognizable and desirable through an authentic story that customers recognize and want to identify with.

Product and service innovation

Smart entrepreneurs use mimesis to innovate quickly by imitating successful elements and then subtly improving or adapting them.

• Case in point: Zoom broke through thanks to simple user experience during Covid-19; shortly thereafter, Microsoft Teams and Google Meet quickly followed with similar features and improvements.
• Practical tip: Identify successful competitors, consciously imitate what works, but always add your own distinctive value.

Advantages and disadvantages of mimetic behavior

Mimesis can be both a powerful tool and a risk for entrepreneurs. Below is an overview table summarizing the pros and cons:

Use mimesis consciously: use it for learning, growth and marketing, but always remain critical in order not to lose your originality.

Conclusion

Mimesis, the mechanism behind imitative behavior, plays a major role in the success of companies and entrepreneurs. On the one hand, it helps to learn faster, make better choices and develop more effective marketing strategies. On the other hand, excessive imitation carries the risk of loss of authenticity and increased competition.

Do you need help from an experienced marketing agency that knows the drives behind human behavior? Feel free to contact us.

Resources

Girard, R. (1961). Mensonge romantique et vérité romanesque. Paris: Grasset.

Bandura, A. (1977). Social Learning Theory. New York: General Learning Press.

Potolsky, M. (2006). Mimesis: The New Critical Idiom. New York: Routledge.