In a crowded copier market, eCopier Solutions stopped competing on specs and...

https://worldvectorlogo.com/blog/ecopier-solutions-branding-case-study/

In a crowded copier market, eCopier Solutions stopped competing on specs and started competing on peace of mind. By stripping away complex contracts in favor of a flat "$5 a day" model, they turned a confusing purchase into a simple utility