differentiation isn't without cost

This piece by Eric Karjaluoto is one of the most well-written perspectives on branding, differentiation, and cost that I've seen in a long time. Do yourself a favor and read this one.

An analogy if you will: You’re a hard worker and a nice guy. In university you were always at the top of your class, and you take a lot of time to do volunteer work with needy groups. Not only that, you really love the work you do; if only someone would hire you. Oh, right… you also go to job interviews wearing a pair of sweatpants with the word “juicy” written across the buttocks.

A lot of companies do just this.