Differences between IBs besides size of the firms?

What are some good reasons for specific firms that differentiate them from other Investment Banks? I always hear that you can say things like how there is great deal flow or the incredible culture of the firm, but these are not really things that make a bank stand out.

I was thinking that mentioning specific things that only a certain bank's analyst program offers would be specific enough, but what other things are there that definitively make a bank different from another bank?

Note that this question is mainly about how to show in an interview that you have done your research on the company. Would extensive research lead me to great answers to this interview question?

Thanks!

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