From Branding Strategy Insider: In her provoca­tive and quirky book Different: Escaping the Compet­i­tive Herd, Harvard Busi­ness School professor Youngme Moon describes how consumers navi­gate product cate­gories and discern differ­ences among brands within cate­gories. She uses (to great effect) a low involve­ment cate­gory like break­fast cereal to illus­trate the process. · Go to Brand strategy and the paradox of different →