You are winning! You have the smarts to be ahead in not just occupying the mind space of the consumer but you are also outplaying the market. This is great for ensuring an advantage for your offering. But remember, outwitting the competition is always going to be a short term measure. The most important thing is to focus on long term value creation for the consumer. If you truly believe that your product has value advantage over competition not just in terms of actual but emotional then make sure you take the high ground on that. Deploy relevant marketing tools in the rightly weighted combination to evoke the desired response.