Because we’re not ….
Sometimes it’s easier to tell people what you stand for by saying what you don't. Especially if you are breaking new ground.
The trouble is if you compare to things that people know well (and you aren’t very different) the old version might just be where they stay.
Famously BING is sometimes referred to as ‘Because It’s Not Google’ Great. Is that a reason, is it enough, to change?
Political parties use this tactic too ‘because we're not…. ’ This week that didn’t work again.
Be clear on what you are, stand out and proud of what makes you different. What are you? If you are really are different say what makes you different. If you aren’t different - change.
Because they are not you.