Max Blumburg at MaxB Positioning Game has written a very good
overview of the many ways to differentiate your firm.

Too often folks think only about their product of services, but he
correctly points out that meaningful innovation can also come in
the form of promotion, price and distribution.

The entry also contains a Jerry Garcia reference – always a bonus
with me

You might want to add Max and the all important topic of positioning
to your reading list.