We propose that learning about new brands is influenced by the way the attributes of the later entrants compare to attributes of the first entrant. In three experiments, we show that attributes that differentiate later entrants from the first entrant are better remembered, and listed more often in judgment formation protocols, if the attributes are comparable along some common aspect (i.e., they are alignable differences) than if they are attributes that do not correspond to any attributes of the first entrant (i.e., they are nonalignable differences). The impact of greater memorability of alignable differences over nonalignable differences is that later entrants whose attributes are superior to those of the first entrant can come to be preferred to those of the first entrant when the attributes are alignable differences, but not when they are nonalignable differences. These findings have implications for product differentiation and positioning strategies.