To illustrate the point here's a simplified, fictitious example:
Looking at a category of men's underwear, the boxer brief, we notice that the market is flooded and some of the major players have recently taken to increasing the waist band to 2 inches in height with a brand name on it standing equally proud and tall. A male with any degree of sensitivity would be very conscious of the fact that they would be little else than a walking billboard for the brand in a gym changing room.
Our client enters the fray. Their new brand — we decide to call it "boxa" — now phonetically owns the category name: anyone talking about boxers will never be sure whether this refers to the category or brand name ever again. We have probably just cornered a chunk of the market without any effort at all!
To stand out we do the exact opposite of our competitors. No brand on the waist band - instead its on a small tag stitched into a seam. We choose a transparent box — its a good looking product, so lets show it off. Nothing unusual there, one or two of the other boys in this game are proud to show off of their product too!
We pop a platform insert in on one of the large sides — printed on one side in say orange, green and magenta, is a description of the product, sans logo! In fact all "boxa" products are printed in orange, green and magenta — but no design is alike, resembling the sorts of free-form designs one might find on a funky wine label — each is a work of art. In the middle is a die-cut hole holding in place a giveaway golfball.
Turn the package around and you see the golfball has filled out the pouch in the boxer briefs and the logo tag is clearly visible by the way the briefs have been folded.
Upon launch we release a few well placed tweets... "how about those new boxers for golf nuts" and build on that.