Monthly Archives: October 2011

What’s your Unique Selling Point, what makes you different, why are your products or services better than your competitors? If you still think this way when you are putting campaigns together then you need to rethink your marketing. The term USP was devised in the 1940’s to help big brands differentiate themselves from others offering a proposition that they could deliver against that was so called unique. These days no brands have anything that is truly unique. We all have access to practically the same attributes as others and so that unique point of difference has become much harder find. This coupled with the fact that consumers and buyers are now empowered to research their own needs and make decisions armed with stacks of information and based on referrals from others the USP doesn’t have much sway anymore. So how … Continue reading →