If you're brave enough to make your own product, you'll get copied. The branding, the packaging, even the exact colourway can be reverse-engineered. What can't be copied is why your customers chose you.

When Meke Baby got copied like for like, Elysia Krstevski went legal, found it exhausting, and instead borrowed a jet and a Lamborghini to make a brand campaign no faceless copycat could touch. This Playbook is about finding the parts of your brand that genuinely can't be replicated.

In this playbook, we cover three things ecommerce operators need to know about making your brand impossible to copy:

• Decide what you're actually defending, because it usually isn't the product
• Compete on being wanted, not on being first
• Build the parts of your brand a copy can't fake

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