How to differentiate between squash racquet and tennis racquet? Is ...
When there are many competitors in a market, the simple linguistic act of distinguishing your offering from the rest can be enough to give people the one positive reason they need to choose yours.
Ben Hunt • Convert!: Designing Web Sites to Increase Traffic and Conversion
Finite games are won with intensity. Infinite games are won with consistency.
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.
Debbie Millman • Brand Thinking and Other Noble Pursuits
Brands that continue to target the middle of the market with mid-priced products, without giving customers specific and compelling reasons to buy them, usually lose market share.