Give them reason:
Notes for inspiring brands
Being ‘the best’ rarely guarantees success. Better ideas, people, and technologies fail all the time. To cut through the clutter, brands must invest in expressing why they are special.
If you are currently perching your branding on simply being ‘the best’, what happens when someone comes along with a technically better product and lower prices? Successful branding is a combination of connecting with both the heart and minds of people. Being the best is not enough. Being the best at connecting with people just might be.
Do You Matter?: How Great Design Will Make People Love Your Company by Robert Brunner, Stewart Emery, and Russ Hall