When the functional differences are negligible or hardly exist—for example, in terms of price or quality—there is a requirement to create an emotional difference.

What is the real purpose behind an appreciation of one product over another? How can you have more of a conversation about that to reap greater benefits from innovation? Respect consumers’ intelligence and ingenuity: how do they use products in ways that are different from the way you intended them to use those products, and what can you do to capi

Brands are forced to continually spend resources on new content to make sure that the promoting pressures are relevant given changes in population and identity.

Here’s the thing: If you look like other people, and if your business looks like other businesses, then all you’ve done is increase your pool of competition.