The embedded problem with chasing popularity," says Harvard Business School marketing professor Youngme Moon, "is that you're not the only one chasing it." The speed at which trends occur and die out, she says, has vastly accelerated thanks to social media and globalization. In her book Different: Escaping the Competitive Herd, Moon duly argues for what she calls "reverse positioning." The tenets: Simplify when everyone else is tacking on options. Give back to
customers when competitors are taking back. Resist the urge to succumb to feature-itis. "Reverse brands say no where others say yes," writes Moon, "but they also say yes where others say no."