What do you do when you’re one of many in a crowded marketplace?  You step away from the crowd.  A case in point is Snickers.  The popular candy bar switched tactics, leaving behind the commercials that talked about what a tasty treat it is, and positioning it as the cure for those moments when you’re hungry and your body and brain need a little pick-me-up.  The brand’s series of “You’re not you when you’re hungry” commercials has led consumers to think of Snickers as the go-to bite to grab when you’re busy and your mood or energy are lagging.  Best of all, it would be almost impossible for any other candy bar to follow suit, leaving the field entirely to Snickers.  How could you help prospects see you in a totally different light by focusing on (or creating) a different benefit?