Marketing ourselves through Comparisons

Mired as I am right now in completing the upcoming Bragging Rights program, I found Seth Godin's blog post today - Accentuating Differences - to really hit home.  All too often, as Seth rightly points out, we attempt to distinguish ourselves through our comparisons of our skills and talents relative to those of others.

"This is just like Brand X, but 5% cheaper, 10% faster, 20% easier to use and it comes in chocolate..."
          Seth Godin

Certainly it is worthwhile to be clear about just what the competition brings to the table relative to you, but you will benefit more from highlighting what makes you different and unique, what separates you from the crowd, than by comparisons that serve to make you part of it. 

In the end we want our audience to remember us.  It is unlikely they will if we only highlight how we are like everyone else.  Use your points of commonality to indicate how you have the fundamentals, use your areas of difference to highlight how you bring 'more' to the table than others.  This is what will set you apart and get you remembered.