Creating a new category to win in the marketplace When positioning your brand, it’s always better to be different than to be better. “Better” products play in the commodity sandbox. “Different” products make prospective customers stop and think, “Hmmmm”. Case in point, killing pesky insects in your home. Let’s see…should I spray, dust, use a gel, use baits, or call an extermination service? Should I get one specifically for roaches or ants or some all-species formula? Should