Make them irrelevant. How? Adopt the mantra - "Brand differentiation rules, me too brands drool". Here's an example of brand differentiation riches to "me too" brand rags. Remember a few years back when Krispy Kreme donuts came to Canada? We simply couldn't get enough - there were line ups out the door. That red light flashing caused traffic jams, people drove for miles to taste one of the fresh, warm donuts – something that couldn't be found anywhere else in the country.
Six months later someone thought of something that likely seemed very good but ended up very bad. The idea: If the demand for the donuts was that high why not widen distribution? Heck, why open more donut shops when they could be distributed by retailers like mega stores, convenience stores, gas stations (gulp, now that one's really hard to swallow). That was the beginning of the end. A unique, melt in your mouth, warm donut customer experience changed to a cold, possibly stale, sitting on the shelf for who knows how long, greasy "me too" slab of dough.
Why be a brand causality? Check out our selection of books below (some are branding, others are selling, some pure business – all with fabulous insights) to find out how you can stand head and shoulders above the crowd. Click on the book image or title to go to amazon.com:
