Many businesses still think of marketing as a separate exercise. The primary actions revolve around Saying, and not Being. That is why they cannot Be truly different.

Being is a process. (Conversations with God III, by Neale Donald Walsch.)

To Be different, a business' processes have to Be different. they have to act differently. Merely saying they are different is pointless without the actions to back it up.

Saying we are so and so is attempting to paint a picture, to freeze-frame a movie, to present an instance in time. If we were to freeze time, however, then there is no Being.

Being is a continuous process across time. Life is Being. It is not a set of freeze-frames.