Being different to get noticed.
Usually by doing something that you don't normally do; something out of the ordinary relative to your audience's expectations.
Being different as a way of being.
Because you have accessed and expressed those aspects of you or your business that truly makes you different from your competitors. This is a state of mind that effortlessly produces consistent differentiation through your actions/operations.
Traditional marketing/advertising is primarily concerned with getting quick attention bursts. It can be challenging to maintain continual differentiation after the cut-through hype dies down. Especially if the temporary flash is not continually reflected in the actions of the business.
Sustainable differentiation is more authentic. This is where operations are tied in with the personality and values of the leader (or leadership team.)
Combining the two would be very powerful!