USE A UNIQUE ATTRIBUTE

21. Use a unique attribute

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• Does your product have something that makes it stand out from the crowd?
• Does it have a unique name, logo, color, shape or feature?
• Does it have an unusual history?
• Is there something special about where it comes from? Is it the only wristwatch made in Greece or the only beer brewed in Papua New Guinea?
• Is there something different in its ingredients, in the way it is processed, or in the way it is used?
• Is there a great story associated with the founder, like with Bill Gates for Microsoft, or Richard Branson for Virgin?
• If you can’t find anything worth talking about, invent something.
• Or reposition and reframe an existing characteristic so it stands out.

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