CREATING DISTINCTION. MAXIMIZING VALUE is at the core of how we approach every assignment.From our association with over 185 diverse projects, we know that competitive positioning is about being distinct, not just different. Being the newest, tallest, largest project in a market may make it different, but true competitive distinction comes from being compelling and relevant to its target audience.We also understand that while the word value has a financial significance, maximizing asset value to a client may also mean creating a legacy, building a source of community pride or reinforcing a brand promise.