In the paper of "what is strategy" by Michael Porter, he has mentioned that the essence of strategy is choosing to perform activities differently than rivals do. Many successful brands has been following this by creating their differentiation that won't be imitated. Like Starbucks with their thought of neighbor hangout coffee shops with easy chair and sofas, Volvo with their safety brand and did everything humanly possible, etc.
This paper will help you to find out the secret of successful differentiation by thinking beyond the core benefits of your product category. We will see the different thought of Naked News, Apple, Virgin Atlantic, etc. The differentiation that these companies created may become the core-benefits of their product category (Nokia...) but also may not which seems ridiculous to competitors (Virgin Atlantic, Swatch, ...).
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Very interesting article. The pattern I see is customer focus instead of profuct focus.I guess the common denominator is that these companies found advantages not because they focused on non core benefits but because they focused on something relevant to the customer.If customer likes it and he's willing to pay then it makes sense to give a massage in an airplane.
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