However, what Microsoft aims to do is make something different and better for users.
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"We haven't started yet, but I want to make something more different, more unique, " Ruffini says of the fashion show he'll create for next spring.
In a market where Call of Duty sells a billion dollars worth of copies every year, it can be hard to make an impact doing something different.
"I get bored so easily I just have to make sure I'm doing something different, " he says.
Make sure your brand stands for something different that people care about and express it in a relevantly different way.
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But to make consumers notice, it's important to do something different and innovative.
And we're going to launch something for Formula Investing and make it accessible to people to invest in 40 different countries in a group project, in a group with about 45 companies in that portfolio.
Having different interviewers ask the exact same questions is something companies do to make sure their job candidates are being honest.
"By doing something a bit different, we want to reach a new audience and make them aware of the risk flooding poses, " said agency spokesman Pete Fox.
In the field of strategy, we always make a big thing out of differentiation: we tell firms that they have to do something different in the market place, and offer customers a unique value proposition.
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Identify something you can say about your product that is meaningfully different to consumers, and make sure it has sticking power.
FORBES: Marketers should make a statement and make it stick.
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