HealthA food product includes one organic ingredient and the rest of the ingredients sound like chemicals.
LocationA luxury hotel in an inconvenient location in a town filled with luxury hotels in convenient locations.
FeaturesFeatures that have unclear benefits to customers such as an air conditioner with a "mountain air" setting.
ExperienceA sushi restaurant in a town filled with sushi restaurants with a standard menu, taste, decor and service level.
CommunicationA brand fulfills a valuable customer need and is unique. This is poorly communicated such that customers have no idea what products do or why they are good.
A brand, product or service that fails to stand out from the competition.