By Allan Gorman We live in a time where the way people shop for goods, gather information, and make choices about taking action has drastically changed from just a few years ago. The Internet has expanded our range of choices from just a few to dozens -- or sometimes hundreds -- of alternatives that may look, sound and feel pretty much the same. And, if they can’t perceive any difference between you and them, more often than not, you don’t get the sale, right? Smart brand owners have come to the realization that it’s no longer acceptable to just be “one of them.” You must be special and unique -- an attractive and trusted brand -- in order to just survive. Still, many marketers are struggling with competitors who are just as smart as them, as well as fickle customers and a marketplace that’s set on eroding their margins and profitability. They’re scared... they’re frustrated... and they’re stuck in the land of “me-too.” What keeps brands stuck in “me too” country?

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