Onur Cobanli explains:
Sometimes you create a product that looks exactly like any other product; it has the same apparent form and function, but it is different; for example you might have selected eco-sustainable materials or perhaps new high-tech long-lasting or more durable or more healthy materials which would look exactly the same if not worse than existing products, so your product is superior in a sense but inferior or equal in its looks; how do you communicate it? You need to advertise, and good design deserves advertising more.