Over the years, P&G and the companies that embraced the brand management concept became extremely successful. The most successful brands—those that lead their category and produced the highest ROI—used what they termed the Unique Selling Proposition or “USP.”
- The proposition must be clearly stated to the consumer: “Buy this product, and you will get this specific benefit.”
- The proposition itself must be unique. It must express a specific benefit that competitors do not, will not, or cannot offer.
- The proposition must be strong enough to pull new customers to the product.
|Eric D. Schulz|