In this world of perfectly competitive markets, it’s the product differentiation that helps the winners stand head and shoulders above the also-rans. In plain-speak, it’s the envy that you and your brand instill in the hearts of everyone else, urging them to mimic you, buy your stuff. Kindness, is dole. Remember the adage, “flattery can be bought, but envy must be earned”? Well, it is PR’s job make them go green so that you may count the green-back’s forever.