New brands can distinguish themselves in crowded markets by launching new “categories.” Better to be the first x than a better y.
With Gold Front, an agency specializing in Category Design, I helped bookings site Hotel Engine differentiate itself.
Everyone knows Expedia, Travelocity, etc, crowdsource demand for individual travelers. And managed travel programs like ADP Concur handle it for businesses.
Smack dab in the middle, a brand new category: crowdsourced business travel. All the convenience of ADP Concur, with the vast selection and favorable pricing of Expedia.