AN IVY-league professor has held a seminar teaching businesses how to stand out from the crowd.

David Shore, a Harvard University professor, shared his knowledge on how the market themselves and Harwich at the exclusive event at The Waterfront.

Using examples of top companies and countries he has helped, like Disney, Mr Shore explained the basic principles of how to market and sell Harwich to encourage people to visit and businesses to move in.

He said: “You have all the ingredients to make the recipe, but you’re thinking that you’ve had all this stuff for 100 years, so why haven’t you got anything for it?

“It’s not about quality, but about perceived quality and it’s not about distinction, but singular distinction."

Tom Daly, chairman of the Mayflower Project, based in Harwich, said the seminar had been a great success.

“Center Parcs are selling quietness and sports activities, but what is amazing about this area is it’s pretty unique – if we can sell that.”