If you invest in stocks, you may be better off avoiding commodities or companies that depend on them. Most companies that sell branded products avoid commoditization and use marketing and other tools to convince consumers that their products are unique. Because commodity companies like oil producers don't control oil prices, they're subject to the uncertainties of the oil market and a number of boom-and-bust cycles.
Coca-Cola (KO +0.45%) is a good example of a successful branded product. It competes with a number of other colas, sodas, and beverages, but a large part of the company's success comes from distinguishing itself from competitors through its brand, packaging, and flavor profile, as well as a distribution network that ensures its products are readily available around the world.
Similarly, Apple (AAPL -0.48%) faces competition in devices like smartphones, tablets, and laptops, but it's been able to generate monster profits because it distinguishes itself with its brand, its operating system, its own design, its own chips, and other features that help differentiate it.
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