Does it PAY to be different?

One thing I've noticed about many successful businesses is that - they INTENTIONALLY try to be different.

Richard Branson's Virgin brand tries to distinguish itself from the competition (no matter what new industry he's entering)....

Oprah distinguished herself by coming up with a completely new way to do the "Talk Show" - breaking free from the "Donohue"-style format - and projecting her ratings to stellar heights....

Sometimes people become different by going to extremes. Madonna has often gone to extremes in her "sexual image" simply to be different (and gain attention and notoriety)....

Being different can get you some attention - just for the "novelty" value. It's probably not enough to sustain you, though.... However, if you're different in a way that your customers value, it could be an important advantage in your favor....

What do you think - does this hold true? I appreciate your thoughts....

- Dien Rice