If you look at most company, they brand themselves closely to one another. For example, all the advertisement or brand of a cleaning detergent would inform their target audience that they have the best solution of all.

Therefore, differentiation is very hard to apply. Meanwhile you want your target audience to choose you and stay with you.

he only way is to focus in the delivery of experience, you need to know what your consumer really need and develop range of product to solve their specific problem.

For Tide, they have a range of detergent that specialise in certain areas and all the advertisement they made do not focus in the cleaning part but inform the target audience, TIDE is part of their family and if you need a good detergent tide have everything for them to choose and is a one stop solution.

Customers normally would not jump over to different brand therefore as long as they find one of your product is useful, they will consider other products as well. The range and specialisation build loyalty and make them stay with you.

Just like my sex toy business, i do have different sex toy to satisfy their demand to ensure they will return or repeat purchase when they have the need.