In a 'sea of sameness' - and dominated by plastic see through packaging, the possession of a distinctive brand equity will help you win.
The genius move by Marshall Headphones is to hide their product in a brown cubed box design.... that provokes instant curiosity.
My compulsion to discover - and open the box proved insatiable. Although I like my Bose, I really want these as well! Marshall simply oozes lovemarks status.