The brand is about being different.

A brand is what people believe in. People believe in a brand so much that they consider products under this brand to be the best choice for themselves. If we are talking about belief, then it is hard to avoid associations with religion. It is challenging to imagine a religion that recruits supporters with a slogan “our holy books are easier to read” or “we are like Christianity, just better”, or “we combine the best of Islam and Judaism”. 

A religion that can conquer the masses must be different from other religions. Differences recruit adherents. Adepts believe that everything that their religion produces is, by definition, better than the rest.

The conclusion is simple. If you want to build a brand – do not try to be better. Try to be different. Then those who accept your differences will consider you being the best.