Posts Tagged ‘USP’
A Simple Way To Think About The Value You Create
When it comes to communicating our value, we begin by describing the features and benefits of what we make, serve or sell. That’s why we often end up with a laundry list of claims that our competitors could make. There is an alternative. Flip this thinking on its head and reflect on what would happen…
Read MoreWhy Your Brand Doesn’t Need A Unique Selling Proposition
In the 90s Pampers’ ‘unique selling proposition’ (USP) claimed it was driest nappy on the market. Procter & Gamble prided itself on this benefit, investing heavily in research and development to maintain its USP. In the end that singular focus blinkered the company’s understanding about what mothers really wanted. And while they believed that Pampers…
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