"I'm not", returns a lone voice from the crowd gathered to listen to Jesus – but it wasn't the Messiah, it was just a very naughty boy in Monty Python's 'The Life of Brian'!
If the strongest thing we can say in marketing is why we are different from the rest then why don't we yell it out. Show it in our branding, in our promotions, on our websites. Instead many of us just fit in; do it the same way as always, follow the leader.
If a consumer perceives that we're all the same then she's left with no choice than to choose the one she already knows, the one that just called, or the cheapest.
I'm as guilty of it as anyone. So how will we proclaim our difference this week; at tomorrow's management meeting?