2. Benchmarking and “me-too” products have made functional product differentiation hard to sustain as a competitive advantage. We discussed this development in the preceding chapter. Many consumers cannot distinguish competing products without checking the brand logo. If you see a new car, a new motor bike, or a new purse, that looks great, what do you look for right away? The brand. You cannot decide whether you like it or not without seeing the logo. The brand naturally becomes a focus of attention.