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 casualty? 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 to go to amazon.com:

	Brand Gap			Success Built to Last
	Zag			The Opposable Mind
	Brand Hijack			A Whole New Mind
	Tribes			Selling Blue Elephants
	Meatball Sundae			Outliers
	Selling the Invisible			Blink
	What Customers Want			What the Dog Saw
	The Butterfly Customer			The Other 90%
	Blue Ocean Strategy			Little Red Book of Sales
	Good to Great			Little Black Book of Connections