In Auckland Monday at Beresford Square I could choose to get a sandwich and coffee from six outlets, all within a minute of each other. I chose The Station because of the single difference on their sign over the others – good tunes.
All the outlets promoted good food and good coffee. The good tunes message was different. It suggested a funkiness which appealed. Sure enough, inside, they had tunes playing a perfect backdrop for a break from the day.
Sometimes two words on a chalk board are all you need to pitch the difference of your business over the others nearby.