Instead of fighting over a saturated, bloody market (red ocean), create a new one where competition doesn't yet exist (blue ocean). A lens for truly setting yourself apart.
Kim and Mauborgne's idea: most companies compete in 'red oceans', known and saturated markets where they cannibalize each other on price. The alternative is to look for 'blue oceans': new demand, where you compete against no one because you've redefined the space.
For brand and product it's a powerful lens: instead of being 'one more, but better', you ask which factors to eliminate, reduce, raise and create in order to open up a category of your own. I use it to position with a point of view of my own.