“Tim Cook led the iPhone 12 event with privacy.
If you walked around the Apple HQ and asked what should Apple lead with in their marketing, I don’t think anyone would say “privacy”. But they are leading and have led with privacy.
It comes down to a basic concept in brand strategy called “laddering”.
When you make a marketing statement, when you promote a feature of a product or service, you are not only highlighting a strength, you are immediately raising that dimension for public scrutiny and thereby ideally depositioning your competition.”