Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death?
It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.
Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing.
Consumers today have become a cynical mob of buyers who believe the reviews and ratings of complete strangers much more readily than your brand's promises and distinctions.
Branding is the art of differentiation
Ideas are the currency of innovation.