Different

Youngme Moon is a Professor of Marketing in Harvard Business School. Her course is very popular and she teaches both undergrads and MBA students. The book, Different is highly readable i.e. easy to read and digest. Renegade brands like Apple, Birkenstock, Harley Davidson, Red Bull or Marmite do things differently. Bold, daring to be different. They are not in the chase to be more similar to their competitors adding more features. This is why they are successful as Prof Moon argued.

Different can be wildly successful as Dove decided to veer away from the supermodel look of her competitor. You can type Youngme Moon on the internet and find some of her presentation. They are quite interesting and different.