Here’s a blast-from-the-past brand differentiation technique. The Unique Selling Proposition.
USP originated in the early 1940’s at Bates Advertising by Mad Man antecedent and agency VP, Rosser Reeves – 65 years before being mentioned on the popular TV show.
USP became pretty ubiquitous, although the actual use of the term has faded into advertising history and streaming video reruns. The approach, however, is alive and well and currently residing in a recently-resurrected Starbucks program. Here’s their version of USP today.
Someone once proclaimed, “Given enough coffee I could rule the world.” With the right USP, you can rule the brandscape!
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