Brand Positioning

To be successful and break away from the pack, a product needs to be different in some way. It is not necessary that the differentiator be relevant or make the product objectively "better". Even "irrelevant" attributes can drive consumer perceptions. Two common examples given are the beautiful color of Perdue chicken (has nothing to do with taste or freshness, it comes from feeding the chickens marigold petals) and Folger crystals (no reason it makes the "coffee" taste better, but Folgers is the only one with crystals while every one else has powder).

Almost by definition to be better is to be different. It is easier to convince consumers that you are better if you also show them that you are tangibly different.