The best way to ensure your brand is differentiated to the maximum is to have no competition and the best way to do that is by creating a new category. If you do not create a new category you will will find it difficult if not impossible not earn a space in the perception of the consumers mind as LEADER, FIRST, THE ORIGINAL, PIONEERS; you will simply struggle against the competition to try and find space in an overly packed existing category.
Coke created the category of COLA, it didn’t accept the category of “soft drinks” it created a new category and it dominated it. Mercedes created the category of the prestigious car, and iPad created the Tablet. When it comes to their respective categories these brands are the LEADERS and being leader implies you are the best; nothing succeeds like success. It is proven that people subconsciously associate (the greater majority) the leader with the best. One of the biggest and recent examples is the Tablet, who do you think of when you think of the Tablet? iPad right, you associate the brand as the leader in that category, why? The brand created the category and was first, leader….the best, at least in the mind.