I drove through a town called Blackheath recently. Not the one in London. This one is the highest point in the Blue Mountains, Sydney. Outside the town is a sign, proudly declaiming it ‘Rhododendron Town’.

When in New Zealand, I passed through Auckland: ‘The City of Sails’, Christchurch: ‘Garden City’, Tirau: ‘The Corrugated Iron Capital’, Taihape: ‘Gumboot Capital of the World’, and Bulls: www.unforgetabull.co.nz.

All these places are aiming to differentiate themselves by picking one characteristic to attract visitors.

If every little town and big city can do it, so can we business owners!

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