Another approach marketers use is to think in terms of metaphor or analogy. What’s different about a product (or you) can be difficult to explain, and requires time for people to digest. But if you use a metaphor, anchoring the brand in something people already know, you short circuit the process and enhance its appeal. The key is to “anchor and twist,” anchor the idea in something familiar but give it your own twist like Apple did with the iPhone. You don’t want to be an imitator, you want to be like “X on steroids” or “a cross between X and Y,” or “like A meets B.”
