We are all familiar with those 'Spot the Difference' competitions that regularly appear in the pages of popular magazines. The images chosen may vary in their subject matter but the challenge remains the same. Can you see the number of ways in which the seemingly identical image on the left is different from that on the right? Spending time peering closely at all the details, comparing one with the other, the differences eventually become apparent. Of course, in the real world where the word 'competition' carries a rather more serious meaning, customers have neither the time nor the inclination to sit down and play 'spot the difference' between rival companies - especially in a highly commoditised market where the most important considerations are perceived as price, price and price. The challenge therefore, is not just to make the differences easy to see, but to make the pictures as dissimilar as possible as Albion Chemicals found out. To read the full article download the pdf below.

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