England coach Eddie Jones is annoyed that everyone is trying to copy New Zealand's style of play.
In an interview with the England's Sunday Times, Jones said opposition teams should stop trying to copy the All Blacks.
"The thing that really annoys me about rugby at the moment, and I've got to say it, is that everyone tries to copy New Zealand," Jones said.
"Why? Come up with your own game. Everything we are doing now is about coming up with a game to beat New Zealand and to make them uncomfortable. You can and hopefully will see that by 2018.
"One of the great opportunities we have here in England is that we can re-brand rugby, we can develop a new style that gives people an opportunity to play the game differently from New Zealand. That is exciting me more than anything."
Asked if he really believed England could win the 2019 Rugby World Cup in Japan, Jones said: "Definitely. We've got some changes we need to make but I think the timing is right."